My team and I conducted primary and secondary research to create a millennial consumer insight to help the brand reach this new target.

6. Not many are married
Expect a company to have a charitable cause
Influenced by caused related marketing Packaging is important
Ethnically diverse
Turn to Facebook & Twitter for info
Self-declared “foodies”
Want a connection to the brand

7. NOF: 2,455 likes
NO: 66,411 likes
NOF: 75
followers, 279
pins
NO: 7 followers
NOF: 214
followers, 31
posts
@NewmansOwn
Fdn: 1,287
followers
@NewmansOwn
: 25 followers
11 articles posted
Last post: May 2015
Average of 43.2
comments per post

8. Social Listening

18. Men and
Women
18-29
Millennials
Purchased
Salad Dressing
3 Sessions
6-8 Participants
Attitudes
Towards Salad
Dressing
Followed 4
People
Qualified
Category
Shoppers
Observed
Shopping Behavior

19. 332
Screened
58%
Newman’s
Own Users
107
Passed

21. Eating Healthy
Eating Salads
Salad Dressing Consumption
Salad Dressing Purchasing
Charity
Newman’s Own

25. Tasty Healthy

26. “Whenever I think of Newman’s I associate them with
McDonald’s dressing. So I just associate them with being
cheaper. It negatively affects my perception of the brand .”

27. “I was just looking at
Newman’s Own ceaser
dressing the other day
and didn’t even notice
the ‘all profits for
charity’. It’s so small”

42.  Beginning a new chapter of
his/her life
 Recent college graduate
 Fresh to the “real world”
 Newfound independence and
responsibilities
 Working to become the best
version of him/herself

44. 5: 30 am
6:00 am
8:00 am
6:00 pm
7:30 pm
8:00 pm

45. Relationship Status: In a relationship with myself(single)
Hobbies: Sunrise yoga, Running, Turning my “pins” into
realities, reading my favorite books
Currently Reading: Project Happiness, I am Malala, Bossy
Pants
Currently Watching: Sex and the City
Favorite Time of Year: Spring!!! I love the revival of life around me
Favorite Place to Eat: The Corner Coffee Shop
Favorite Cuddle Buddy: My cat Nala 
Cocktail of choice: Moscow Mule
Questionnaire

46. Soul
Seeker
Spiritual
growth
Mental
wellness
Physical
wellness
Genuine
relation-
ships
Meaning-
ful work
Healthy
lifestyle

50. • Busy schedule
• Value
seeking
• Convenient
packaging
• Easy to serve
• Easy recipe ideas
The Striving Soul
Seeker
Newman’s Own
Dressing
• Will spend more
on a product
they value

52. • Healthy = Happy
The Striving Soul
Seeker
Newman’s Own
Dressing
• Wholesome
Ingredients
• Newman’s Own
Foundation
nourishes the
common good• Strive for
wellness
• Want to feel that
what they’re
eating is good for
their mind and
soul

54. The Striving Soul
Seeker
Newman’s Own
Dressing
• Seek to promote
charitable causes
• The brand is as
important as the
product
• Want to feel good
about where their
money is going
• All profits go
to charity
• More than just a
salad dressing
• A brand with a
positive legacy

57. Insight:
“I love charitable causes and am
more inclined to to spend money
on a food brand that supports a
good cause; But now days it’s
hard for me to trust brands’
charitable claims. If I’m going to
choose a product based on its
charity I need proof.

61. “The only thing I
know about
Newman’s Own is
that my dad uses it.”
Focus Group Finding

62. Social
media
presence
Relying on
Newman’s
legacy
Rely less on
Newman’s
fame
Improve
social media
presence

64. Convenient Keep up with competition

65. This bottle
helps save
the whales!