The Joy of an Italian Meal
By understanding the core issues and diving deep into consumer insights, Olivieri successfully repositioned itself in the market. The brand not only reversed its sales decline, but also strengthened its bond with a broader audience, emphasizing the joy and authenticity of Italian meals.
TV
French TV
Case Study: Rebranding Olivieri - Elevating Fresh Pasta Beyond the Ordinary
Background
Olivieri, Canada's leader in the fresh pasta category, faced a 3-year sales decline. The fresh pasta market had become saturated, with consumers viewing it as a mere commodity, leading to minimal brand involvement.
Business Objective
- Reverse the decline and pave the way for future growth.
- Propel the sales of new filled and flat pasta innovations.
Marketing Objective
- Boost household penetration for fresh pasta.
- Increase the share of requirement for Olivieri.
Research & Insights
A comprehensive research approach was adopted:
Historical Data Analysis: Evaluated past brand performance and strategic initiatives.
Brand Health Study: Conducted to test various brand positioning options.
Key Findings
- High repeat purchases indicated product satisfaction.
- A low trial rate (only 35% of Canadians) showcased a significant opportunity.
- Consumers were unaware of the product's location in stores, often overlooking the refrigerated section.
- The brand's focus on "date night/special occasions" limited its appeal, making fresh pasta seem niche.
- The young/single consumer target was too narrow, excluding a larger segment of potential buyers.
Qualitative Research Insights
- Moms viewed boiling fresh pasta and adding readymade sauce as a "homemade" meal, amplifying their sense of contribution.
- Specific language around pasta (e.g. "thinner" pasta) influenced consumer perceptions, associating it with taste, fullness, and artisan quality.
- The findings paved the way for repositioning Olivieri toward Moms who are conscious of their family's meals but have limited time for preparation.
Creative Strategy
The Joy of an Italian Meal: With a renewed target audience and a vision to uplift the brand's image, a fresh creative territory was carved. The aim was to resonate with the heartwarming tradition of Italian family meals, emphasizing authenticity, joy, and the simplicity of creating a "homemade" meal with Olivieri.
Results
- Sales Surge: Witnessed growth for 15 consecutive months post the launch of the new positioning and campaign.
- Growth Rate: Averaged at 12%.
- Market Share: Experienced a boost, increasing by 1.9 points.
Reflections
By understanding the core issues and diving deep into consumer insights, Olivieri successfully repositioned itself in the market. The brand not only reversed its sales decline, but also strengthened its bond with a broader audience, emphasizing the joy and authenticity of Italian meals. The case stands as a testament to the power of targeted research, consumer understanding, and creative strategy in reshaping a brand's trajectory.