Premier Foods came to us to futureproof its business by creating a healthy, plant-based snacking brand with millennial appeal: Plantastic.
Premier Foods wanted to grow its millennial consumer base and futureproof its business by creating a new brand that targeted health, wellbeing and snacking trends. The company had an iconic portfolio of brands – including Bisto, Ambrosia and Mr Kipling – but wanted to accelerate its strategic shift into healthy snacking. Although the new brand would be inspired by younger consumers, Premier tasked Happen with using that inspiration to create a range with cross-generational appeal, and long term commercial viability.
We collaborated on a series of insight workshops with Gen Y and Gen X consumers, exploring their attitude to health. By applying our own generational insights and and using data analytics tool StarMaker, we were able to uncover what health – and the shift to wellbeing – means to millennials on an emotional level. We discovered Gen Y was embracing a joyful, positive attitude to food, drink and other lifestyle choices. Health was no longer just about the exterior, but also the internal – emotional and mental wellbeing. Snacking, like other elements of their lifestyle, needed to therefore be a joyful, fulfilling experience with purpose and multiple benefits.