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MEN'S HEALTH & FIDDES PAYNE

Market research, customer profiling, category management, shopper insight, brand strategy, creative design, packaging design

‘The provision of pen personas for online customers now enables us to monitor how our different customer segments respond to online activity, helping us to more effectively shape future strategic online marketing decisions.’ – Head of Marketing, The National Gallery

The Brief

Men’s Health, (MH), the global leader in men’s health and the world’s leading lifestyle magazine, and its food manufacturer, Fiddes Payne, commissioned S2 to develop a range of innovative food and contemporary packaging aimed at aspirational, health conscious men.

With an established readership of 12.5 million males in the UK, the 4 new food products were being developed in line with the target audience’s interest in health and well being and in parallel to the market’s shift towards a greater uptake in health and nutritional food.

Action

We completed a market research and in store shopper insight project designed to gauge consumer opinion on the range and as a means to understanding existing key competitive brands (eg. Jamie Oliver).

Using our ‘Total Market View ’ store level food and drink universe database and Map2Stats data mapping and analysis software, we then sized the market opportunity for the category, with a view to identifying range and innovation opportunities.

MH had a good understanding of the consumer demographic of their readership but did not have a clear view of the target market for these new brands. We took the MH profile and mapped it against MOSAIC’s consumer classification which groups consumers by shared demographic, lifestyle and behaviour characteristics.

Taking these outline consumer profiles, we then developed 5 bespoke pen personas geared specifically to the new range’s target market. These profiles then formed the basis of the creative work, helping to underpin the design and packaging format decisions for each product within the category.

Result

Following the strategic work, our creative team then developed a new umbrella and sub brand identity for the range. The contemporary branding and packaging designs also reflects Men’s Health’s progressive outlook and desire to make a significant impact in the highly competitive nutritional foods sector.
 
This highly successful brand extension programme was a completely new venture for MH, but the success of the project owes as much to developing the right brand strategy and defining the correct consumer profile as it does to the final design of the brand packaging and range of food products, covering ambient pulses and grains to easy and simple preparation rubs.

From a selection of healthy ambient pulses and grains to easy and simple preparation rubs, the range has recently been successfully launched throughout major retailers in the UK including Tesco’s, Asda, Sainsbury and leading convenience stores.

Creative Work

MEN’S HEALTH