Stouffer’s
Identity Elements
Nutrition, health and wellness
Stouffer’s had built a rich heritage as the nation’s leading provider of wholesome, tasty meal solutions. But its image wasn’t always healthy. As the parent company Nestle developed its Nutrition, Health & Wellness (NHW) strategy, it became apparent that many of its sub-brands, including Stouffer’s, would have to reposition themselves as healthier offerings, from ingredient changes, packaging changes, and changes to their mission/vision as a company.
Challenges
Improve NHW credentials of the current family of Stouffer’s brands (including Stouffer’s, and Lean Cuisine, as well as brands in development)
Employ a communications strategy against NHW
Carve out a differentiated position despite the fact that competitors within the prepared food category were all to focusing on nutrition, health and wellness themes
Actions
Conducted extensive management interviews and consumer research to understand the Stouffer’s opportunity within the NHW space
Researched market trends impacting the frozen food category and industry response to the wellness movement
Developed a Stouffer’s corporate brand positioning that supported the company’s new emphasis on NHW
Developed an architecture strategy that supported existing sub-brands and provided guidance for future architecture decision-making questions
Created a hands-on brainstorm session to help the client identify and refine the brand positioning into an authentic brand story that could be communicated in a differentiated way
Identified key activation issues for the company in order to build credibility within the new positioning context