MERIDIAN PEANUT BUTTER

THE BRIEF

Take the brand from niche health stores to the big grocery multiples whilst tackling own label, head on.

We helped Meridian create and communicate a new brand positioning.

INSIGHT

Meridian put more nuts in their nut butters. Something their customers are willing to pay more for.

THE IDEA

A range of content from press advertising to online page takeovers, social media advertising and digital recipe books, with the clear message that nobody squeezes more nuts in. Why? Because Meridian is nuts about nuts.

The positioning represented a very tangible superiority claim.  A ‘reason why’ shoppers would switch to Meridian and why they would be happy to accept a premium price.

RESULTS

-Sales up 90% against a sector increase of 7% (from a small base)

-Distribution up 23%

-Spontaneous awareness +2%. Prompted awareness up +7%

-3,500 recipe book downloads