The peanut butter landscape has grown / evolved significantly in recent years, with new brands entering the category and changing attitudes towards health, sustainability and eating habits. Danish Crown came to us to help review Skippy’s positioning in the UK from a consumer perspective with an ambition of how to optimise the current proposition to make it more compelling for the UK consumer.
Through a robust research programme of market sizing, competitor landscaping and consumer segmentation, culminating in qualitative deep dive proposition workshops we were able to highlight the most compelling opportunities for Skippy from the perspective of the UK consumer. The outcome was a clear path forward in terms of the broader proposition; tone of voice for future messaging and comms plus focussed consumer targetting, feeding into both the immediate and longer-term growth plans for the brand.
Skippy Frances Sheehan - EMEA Brand Manager