The Zeal product exudes quality and innovation, plus it has 35 years experience and yet custom was rapidly being lost to upstart brand Joseph Joseph who hit the market with stunning brand design and marketing.
Part of the challenge was to increase brand awareness – most target consumers already have at least one Zeal product in their kitchen and don’t even realise it.
Visual merchandising had to be improved to achieve brand blocking and stand out in store.
- What part of the brand story has most appeal?
- How should we range the products?
- How can we get cut through and stand-out?