Managing Lady's Choice on a regional level has it's challenges. As the market leader in the dressings. This brand provides interesting challenges
a) Real Mayo - The main ingredient to Mac Salad, the nation is no longer preparing this dish as much
b) Meaty Spreads - An unconventional bread-fill that does not appeal to kid's taste profile.
How did we solve this?
Real Mayo - Give moms a reason to prepare this by showing how delicious and simple it is to prepare the dish.
Meaty Spreads - By tapping on the insight that mom's bond most with their kids in the morning. We show how the product plays a conduit to it while nourishing the child. We also push a new value pack to capture the lower target audience.
Results after Campaign Launch:
Real Mayo - Penetration of the product increased from 9% to 10.1% of the 19.6 million household in the Philippines
Meaty Spreads - The brand grew by 15% as compared to it's previous year sales and growth is still growing continuously.
