Keelings Case Study
Prior to making an investment in a new communications campaign, Keelings asked Spark to help them uncover their brand identity and positioning. We also tested key communication platforms to evaluate the best foot forward for the family run brand. We conducted a full review of the category and how people shop it. We did this by breaking down real versus reported behaviour by using the store as a live stimulus in a pre-task that engaged the participants prior to getting involved in the communications clinics. This included the frequency and drivers but also uncovered the key brand attributes and how Keeling’s could leverage them. Keeling’s were left with a clear view of in-store and out of store behaviour. Spark developed a brand window for the team and advised them on which creative route to take. They used the research to then develop a new campaign around Love to Grow which has been highly successful.