The need to really understand consumers required a qualitative and quantitative approach. Focus groups, online communities, online survey were conducted. Bookending the research with stakeholder workshops was essential to ensuring this happened and optimised the commercial value of the insight.


The impact has been significant with gains in the targeted weakest part of the business though a major national campaign. This underpinned strong growth for the brand, a massive increase in advertising awareness and ruthless focus on messaging, has driven double digit growth in sales.