1. CLIENT: CPG LEADER
TYPE: IDENTIFING WHITESPACE + IDEATING SOLUTIONS
CASE STUDY
C H A L L E N G E A D D R E S S E D
A leading CPG company established a mandate to reinvent a struggling food category with a new line of products that respond to
consumer desire for high-performance, purpose-driven brands. To reduce the traditional concept development process from two
years to two months, the team desired a rapid-fire way to convene a diverse set of culinary and brand experts in collaborative ideation.
O B J E C T I V E S
Identify specific consumer types that
are driving a culinary trend, understand
what they care about most, and point
to examples of the high performance,
purpose-driven brands addressing
their evolving needs.
Brainstorm brand concepts that
would appeal to these consumers,
and the flavors, features, and
benefits of each idea.
Prioritize 2 - 3 “fully baked”
concepts of a new products, and
determine best practice
approaches to bring them to
market.
A P P R O A C H
The client hand-selected a facilitator and 20 chefs, food bloggers, marketers, and
entrepreneurs to engage in two, three-day sessions of asynchronous dialogue on the
Convetit platform.
Part 1 focused on consumer desires and brand brainstorming
A two-week pause gave the innovate team time to flesh out ideas
Part 2 focused on prioritizing ideas and identifying how to take them to market
Each day, the facilitator posed questions for experts to discuss as their convenience,
and shared a summary of responses with the client team. At the end, she distilled
insights into two 25 slide, custom-designed report summaries.
The team infused external creativity into
new brand concepts to test in the
market at a fraction of the time and price
of alternative options.
I M P A C T
convetit.com