CLIENT: AB FOODS
The Asian and South East Asian communities are substantial in the UK. They seek genuine food experiences from their heritage. But at the same time, they are assimilating ‘western food’ culture and in many instances fusing the two.
So the market is on the move. And having worked with HMc on brand positioning, and innovation, it made sense to move up to address the issue of what would the company stand for in the rapidly changing market – how it would behave, and where would it place its focus in order to drive growth…
Haines McGregor were instrumental in facilitating an inclusive, wide-spread strategic review, capturing the spirit and purpose of my organisation, and taking it up to a compelling vision and identity, which embodied the core values of the business and the direction it will take. In doing so, they achieved buy-in from all stakeholders, and added impetus to the development strategy which will take us into the next phase of growth.
Paul Kenward, Managing Director, Westmill Foods
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