Dispelling Myths in a Parochial Market to Enhance Communications

Our client, an FMCG manufacturer, has a brand which is powerful in its home state.
The home state has a unique market dynamic, meaning ‘locally owned / produced’ brands have a competitive edge. Our client wanted to get closer to consumer understanding of ownership / production of various brands within the state, with a view to identifying if they had an opportunity to better hero their brand’s story. However, time was of the essence.

We designed a rapid-fire quantitative study of people residing within the state, testing and exploring awareness of, and attitudes toward, Australian owned / made, and state-producted.

The research provided compelling empirical evidence to guide messaging optimisation, and helped guide creative strategy to leverage the brand’s Australian made / owned heritage, as well as local production.