CLIENT: AB FOODS
We delved deep into the habits and rituals of ethnic consumers to help better position and innovate Westmill’s portfolio of authentic, premium foods.
Spending time with 1st and 2nd generation ethnic consumers, digging around in their pantries, cooking and eating with the family we were able to understand the deeper needs at play when providing the family meal.
Our findings helped us position Patak Sauces, Elephant Atta Rice and Rajah Spices, helping reconcile the tensions at play in the category – one foot in tradition and the other stepping into the future – with a range of new and innovative products across each brand.
Feeling inspired, challenged and up for taking on the world upon leaving my first introductory meeting with Haines McGregor left me with a good feeling about this agency. Finding a tight knit team where planning, insight and creativity blend seamlessly to respond to a business issue is rare. HMc proprietary tool, NeedMap frames a way of thinking that delivers genuinely differentiated positionings and innovation space routed in a deep emotional understanding of our brands and our consumers
Neil McLeod, Head of Innovation and Insight, Westmill Foods