Bonduelle Foodservice approached Group7 for its launch of Pépites, a new product for a target group with which Bonduelle was pretty much unfamiliar.
In order to place the product successfully in the market, Bonduelle wanted to gain more insight into the target group’s needs. How it could deploy the various channels most effectively with the right tone of voice to reach the target group.
In a workshop with Bonduelle, 1 persona was established and 1 clear message was chosen for activation through various channels. During the workshops, we worked in accordance with our GROUP7 persona method. During the customer persona and customer journey workshops, we bundled the insights from the Bonduelle team, available wholesaler data and the research results from Het Nederlands Kokpanel. The persona and the customer journey were defined based on this information. By asking the question “how can we help our persona with his challenges?” we defined a clear message. The touch points and the activation plan were drawn up based on the customer journey. The plan was then translated by a media agency into all communication channels.
As per Judith Bonduelle, “The result was a clear focus as to which resources we wanted to deploy where. It gave us insight into the customer journey of the target group: where they look online, what kinds of trade fairs they attend. This enabled us to construct a clear profile of the target group and apply focus in the activation plan.
“The process helps you set the focus and deliver a targeted message. Where you would otherwise be doing things all over the place not knowing why, now you can make conscious choices for certain media with the right message.
I’m very positive about the process. With the tools provided to us by GROUP7, we can now continue building ourselves, on a firm foundation. I also really liked the fact that after the process was completed, it was followed up with ‘perfect store online’. This involves checking from time to time that everything is how you want it at the wholesaler, and that we stick to agreements. This is something that often gets forgotten.”