" Dorset Cereals, Brand Innovation | Haines McGregor

THE PLEASURE PRINCIPLE

How do you breathe life into a dry, brown and dusty category?  Alongside consumers shifting lifestyles and eating habits…Dorset Cereals were facing fierce competition from challenger brands offering a sense of discovery and pleasure to breakfast time.  Our role was to drive engagement and reappraisal of the brand, ensuring we reflected the richness and pace of consumer’s lives, taking them beyond the bowl into product ideas and occasions.

DELIGHTFUL RESULTS

Capitalising on Dorset’s credentials, we created several top quant scoring concepts including ‘Spectacular Grains’, which has since launched in market!