SETTING THE STANDARD FOR THE FUTURE OF THE CATEGORY
Iconic brands often get set in their ways, not having their finger on the pulse. This was not the case for Grandiosa – Norway’s most loved brand. Bravely setting the bar higher than any market competitor; the ambition was to create a new generation of frozen pizza and set a new quality standard for the future.
With improved quality in the frozen aisle, increased promotion led sales and shrinking shelf space the challenges were tough. Brand loyalty and awareness was also low – especially amongst the younger generations. This new product innovation had to capture the discerning Gen Z consumer’s hearts, with a higher quality product in terms of taste and temptation. The design challenge needed to encompass naming, a clear connection to the iconic core range, variant navigation and elevate a proposition routed in quality ingredients. Most importantly this new range has an outstanding crust – the most fundamental aspect for GenZ consumers.
ASSETS TO INCREASE PURCHASE INTENT
For consumers the crust is what defines pizza. Combining this insight alongside elevated iconic Grandiosa brand assets, a new range name and exceptional photography increased the quality perception of the range and moved Grandiosa Delux into a new area of consumers’ minds. The crust focused photography allows the consumers to understand the range offering in one quick glance. Whereas the bold Delux letterforms, claim and heart featured within a banner asset builds on semiotics to drive purchase intent with consumers.
THE GRANDIOSA OF TOMORROW
Effectively creating the Grandiosa of tomorrow within that split second the freezer door is open. The Delux range delivers lots of flavour and taste in a new way for Grandiosa and the whole Norwegian pizza category – showing real pizza temptation, the main category driver. It also provides great brand blocking effect, which delivers effectively on those stop, hold, close signals making Grandiosa Delux the obvious #1 choice, every time.
KAJA MARIE LERFALDET – MARKETING, ORKLA FOODS NORGE