Bord Bia Case Study Strategy, Design. Bord Bia Case Study Strategy, Design. Helen King Head of Insight and Innovation, Bord Bia

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1 Bord Bia Case Study The workbooks have been extremely well received and we are confident that it will help Bord Bia raise its profile as Consumer Insight and Innovation experts. Helen King Head of Insight and Innovation, Bord Bia

2 Irish Food Board workbooks inspire young brands Workbooks guide small Irish food and drink brands through the innovation and branding process, establishing Bord Bia as consumer insight and innovation experts. Bord Bia, the Irish Food Board, bridges the gap between retailers and brands in the Irish food, drink and horticulture industries. As well as being a hub for industry information, they also provide insights and support to young businesses through training courses and workshops. They asked us to find a way to bring their training material to life and raise awareness of what they offer, communicating their values and establishing them as consumer insight and innovation experts for the Irish food and drink industry.

3 Tesco came to us and asked for a contemporary and credible brand identity that reflects the nutritional proposition and promise of NutriCentre. The health sector is highly competitive and there are many other brands on the market offering vitamins, minerals and health supplements. So what made NutriCentre different? We started by getting out there and finding out what was going on in the market. We discovered that consumers were more likely to buy nutritional supplements from a supermarket than from a specialist retailer. Busy lifestyles also meant that people were eating more meals on the go, increasing consumer demand for healthy supplements. Many products on the market claim to be healthy, but few are scientifically proven. The main challenge was to come up with a system that would allow them to consistently communicate their branding, innovation and insight tools in a way that could be used with all types of brands. This needed to guide small manufacturers through the process of starting a business, marketing a business and teaching them the skills to continue with research and insights as they grow. So how could we use this opportunity to make Bord Bia the industry gold standard for food and drink brands? NutriCentre s unique offering was that they actually employ qualified nutritionists to give people free advice and offer the specific supplements people need.

4 We started by using our existing knowledge and experience of working with Irish food and drink brands to look at what was happening in the market. The reality was that small manufacturers do not have the skills, budget or time to invest in researching the industry and testing ideas with consumers to maintain and grow a successful brand. Businesses needed a step-by-step process they could follow to guide them through branding and innovation in a way that reduces risk and hassle.

5 We decided to create a series of inspiring and informative workbooks that could be handed out to small and medium businesses, providing them with everything they needed to grow a powerful brand that would resonate with retailers and consumers. These illustrative guides needed to contain valuable insights presented in a clear and straightforward way and designed to ultimately raise the profile of Irish brands and promote export around the world. The aim of the workbooks was to raise awareness of Bord Bia s breadth of skills and the powerful values and personality of the organisation. The workbooks have been extremely well received and we are confident that it will help Bord Bia raise its profile as Consumer Insight and Innovation experts. Helen Kind Head of Insight and Innovation, Bord Bia

6 Our strategists worked with Bord Bia to develop a system that food and drink manufacturers could follow to help them build their brand in five simple stages. These sections cover the basic groundwork, initial building, brand expression, launching and monitoring, as well as advice on future research and insights to keep their brand fresh and relevant to consumers. Created a consistent step-by-step brand building system Designed illustrative workbooks written in an engaging and involving tone Visual illustrations used to communicate brand model and complex ideas Colour used to simplify the system and visually split the five stages Additional information included to strengthen Bord Bia s position as a complete resource

7 The finished workbooks were inspiring guides on brand building, presenting valuable information clearly through the use of coloured sections, sketches, interactive workshop pages and references to further support and information. The workbooks were a huge success and raised credibility and awareness of Bord Bia s breadth of skills and knowledge, positioning them as leading consumer insight and innovation experts and an information hub helping to bring the taste of Irish food to tables all over the world.