Sara Lee Deli has provided high-quality meats & cheese to consumers for years, but regularly faced a battle for the deli case. To combat the challenges of this unique category they had a plan: A reformulated product line offering the same great taste, but a more nutritious profile. Could PKG use this news to create a new deli brand perception?
We audited the marketplace and “met with” deli shoppers in online discussions—identifying their likes and dislikes, what they thought about particular brands and how they shop the category.
Through our research, we heard from consumers that the familiar Sara Lee brand ribbon–such important equity on pound cake, cheesecake and pie– could evolve to feel more like a deli brand.
On a parallel path, we honed the Sara Lee deli brand story, first building the persona of Sara Lee herself. Many have a picture of who Sara Lee is in their heads, and we found a need to contextualize and contemporize her for a new audience.
Having these elements in-hand, we developed packaging concepts that spoke to the premium and healthful feel we were after, and consumers were telling us they believed in.