Colman’s has been a strong British jewel for 200 years. In 2013 however, its leadership position was under threat. Penetration in core product areas (especially Dry Core Casserole sauces) had been in long-term decline, with consumers leaving the category or trading down. Instead of dwelling on our past, we seized our 200-year anniversary as a chance to secure our leading place in Britain’s future.
Coleman's set out to find, and found, their Holy Grail: a genuinely unique, powerful, valuable and ownable consumer insight. It took a bespoke insight methodology, and an open mind, but with every step in the process and every consumer truth they uncovered, Coleman's felt they were getting closer to the golden insight that would unlock their brand’s relevance in modern Britain.
They discovered that Colman’s, as an icon for British comfort food, has a uniquely valuable role to play in helping Brits express their emotions through the comfort food they cook. Behaviour that already existed, in the most reserved nation of Western Europe, but that no brand was currently owning.
The insight became the heart of their new brand platform: ‘Colman’s helps Brits say it the British way’. And it was the starting point for their brand re-launch campaign around the idea of ‘Meals that say it all’.
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