Objectives - What needs to Happen:
Replace Ernest Adams current range with a fresh, new sweet-bagged biscuit range.
This new sub-brand needs to still be Ernest Adams associated but be very different from their baked good section and current bagged biscuit range.
Become a strong competitor in the bagged biscuit market and take back market share of consumers from Arnotts âFarmbakeâ share.
Use emerging macro trends to create a sub brand that people will desire now and in the future.
Identify a gap in the bagged biscuit market and position into this gap.
Create believable and rational timeless equities for the brand e.g. flavours/indulgence derived from different traditional categories, emphasis on the yum factor rather than purely the design.
Create interesting packaging that stands out but wont deter people from trying the range for the first time.
Make Ernest Adams a known and trusted brand again again.
Make product benefits visible i.e. Gluten Free, Dairy Free, Fair Trade, locally sourced ingredients etc.
Starting in the 50âs after World War II with an excess of mass production technology the idea of suburbia and a fast-paced and domesticated lifestyle was sold to consumers. An emerging macro trend is the âSlow Food Movementâ which sees people wanting to slow down, going back to cafes with the purpose of socializing rather than eating. Â This is in contrast to fast food movements in which food was served on demand to accommodate the consumers busy lifestyle.
In the last 10 years, technology has changed dramatically, life without a mobile phone (soon probably a smartphone is unimaginable)
A shift in values from global to local, buying fresh local produce from markets is now appealing.
Food is a changing trend as people now have refined tastes and specific choices; we are being far more adventurous when it comes to food, as foreign foods are now easier to access
The ethics of the food trade is a persistent issue, as food is being obtained from all around the world
Successful companies are currently eco friendly, ethical and people attentive as opposed to company focused.
People are willing to pay a premium for organic food. Consumers are becoming more conscious of what they are consuming and are continually examining the backs of labels.
Cooking shows are extremely popular in the current times as home baking and cooking has become an appealing quality there are many variations in these programs but there are ones which are about baking, everyday people learning to cook, experienced chefs changing restaurants for the better and a lot of these shows have the kiwi quality of competition.
With a constant visual bombardment of information there is a focus on functional, minimalist design
Increase in need for jobs and income is harder meaning that consumers spend less time with family making when they do a more valuable aspect.
Arnottâs Farmbake is a growing Australian brand that was founded 144 years ago. Arnottâs has become a national icon and has a long history in Australia. Itâs success is supported by itâs Campbell Soup investment and through other brands such as Farmbake. They support finding more jobs for Australians and New Zealanders and helping families. â¨â¨Arnottâs exports continue to grow, with Australian-made biscuits now being shipped to more than 40 countries around the world including Japan, the USA, Canada, United Kingdom, Indonesia, Tahiti and New Zealand.
 Ernest Adams, an English-born baker, established the company in the 1920âs. His father, Herbert Adams, was the founder of this large Australian-based food company.
Their product range consists of New Zealandâs âsweet bakedâ goods that are most commonly found in supermarkets or other grocery stores. They also offer seasonal sweet bakes such as for Christmas and also gluten free options.
 Although Ernest Adams is successful, it still continues to lose their share in the market to their lead competitor âArnottâs Farmbakeâ.
 Why was their product expansion not taken off in terms of sales?
A new brand to rejuvenate Ernest Adamsâ bagged biscuit range.
Goodman Fielder Australasia (NZ) is asking us to research and position a new bagged biscuit brand in NZ to replace their existing Ernest Adams range.
â¨Although Ernest Adams is a well established New Zealand brand with a range of tasty products, the look and feel of their products are a bit stagnant and lacking in general appeal. Our job is to prevent them from lagging behind in the biscuit/snack market and to re-establish them firmly in the hearts and minds of New Zealand consumers.
Sub brand of Ernest Adams to replace current bagged biscuits
New logo, slogan, name to replace current bagged biscuits
Come up with at least 5 different flavour variations
Consider consistency with product and packaging
Provide a clear competitive difference from Farmbake and other bagged biscuits range
Design a promotional display piece to advertise in store that could be used upon launch
Parents, majority mothers in middle and upper class living in suburbia buying for their families. They are responsible for weekly supermarket shops, multitasking with other professional and domestic responsibilities. They are somewhat health conscious and like natural and NZ made products.
Children, at school. Lunch packed by mothers, care about taste and personality more than health and values. They are active with expendable energy, arefunloving and carefree
Weight and health conscious people who want a sweet treat but do not want to feel as bad as when they are consuming chocolate or luxurious biscuits such as Toffee Pops
Young adults, students and employed with a busy, on-the-go lifestyle. They are somewhat active but not necessarily health conscious with binge/social eating. Miss home and on a budget.
In todayâs society wanting to know about our food is becoming increasingly popular. This trend can be classified as the âconscious consumerâ. It is apparent that brands are adapting their packaging and information to revolve around this trend. People want to know, and are willing to ask questions about the food they are buying ie. Are the ingredients sourced locally? Are they organic? Does the company support Fair Trade? Etc.
New Zealand culture and identity
Patterns and textures are a large part of the packaging
Style and colour of packaging reflects New Zealand atmosphere.
A way to distingush each flavour which makes them individual.
Packaging which reflects our flavouring and essence
Visually different and authentic feeling.
Both masculine and feminine so that it is not gender specific.
Yum & indulgence vs. health
Known and reliable vs. change in product/brand
Handmade gourmet vs. mass produced
In response to the macro trends we have decided
The identity and personality is an important part of the brand,
Authentic New Zealand feel
More identifiable store packaging
Name to go alongside the range
Filling within the biscuit
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