Case Study

Golden North

Categories: Food, FMCG, Consumer Research, Category Understanding, Brand and Equity, Pack Design Exploration, Qualitative

​

Challenge: 

​

Golden North is an iconic South Australian ice-cream company. They sought to build a rich understanding of their category and brand, in order to identify opportunities for growth and direction for a re-brand.

​

Approach:

​

We conducted 6 in person focus groups in Sydney and Adelaide with consumers of the category and a mix of brand buyers and non-buyers, across a range of demographics. Our research was deeply explorative – looking at the market context and brand landscape, how people make choices and what matters to them in this category as well as a deep dive into the brand equity of Golden North, and the visual messaging on pack. We included a taste test in markets where the brand is not traditionally available.

Impact:

This foundational piece of work identified opportunities for growth, and formed the basis of future strategic planning. It was directly used to develop and refine revised packaging and positioning for the brand.

Subsequently to pack design development, we conducted a further four focus groups to ascertain perceptions and attitudes towards different concepts, to identify which direction the brand should consider to communicate the revised positioning.