Grace Foods International wanted to roll-out into the Eastern Caribbean and US the already established milk based nutritional drink Nurishment brand had acquired the in their acquisition ENCO Group in the UK. They would be entering the Caribbean market against the dominant Supligen and Nutriment.
After thorough consumer research the Agency proposed a positioning for the brand as a meal replacement snack with less of an emphasis on the functional benefits and rather around comfort and well being moving it into a different psychographic space from the competing brands which play heavily on optimization of personal performance
A through the line execution of the idea in Trinidad, Barbados and Guyana with communications messaging and platform and a highly visible on-the-road sampling campaign in this islands using pedi-cabs and an online strategy which centered on a gaming platform built around on-line Ludo.
The campaign has led to one of the most successful roll-outs in the company’s history, followed six months later with an encouraging introduction in the US