Roll out the red label: Broccolini

Brief

Shift consumer behaviour from ‘autopilot’ shopping to a conscious preference for the original Broccolini® brand.

Insight

Meal elevation is too often tied to luxurious, obscure ingredients and inaccessible trends. But with consistently high quality products, ‘luxury’ can be achievable, not exclusive, and simple, not extravagant.

Strategy

Make buying fresh produce more conscious to drive meaning and preference pre-store, in order to influence default purchase in-store.