Suzanne Harman, GM Marketing, Simplot, Presented 'Challenging the Challengers and Reigniting Passion for Your Brand'

1. Challenging the Challengers
and Reigniting Passion for your Brand
Suzanne Harman
GM Marketing – Simplot Australia
• April 2018

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3. The Power and Passion of the Challenger Mindset
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5. Italian cuisine was becoming boring
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7. Our Goal:
“Become the Most Famous Brand in
the Italian Sauces Category”
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9. Product differentiation isn’t always enough
3 questions we had to answer to develop a compelling and
credible brand strategy
1) How can we make an everyday staple more interesting and exciting?
2) Will playing to traditional cues make Leggo’s generic?
3) How Italian should Leggo’s be?
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10. The Brief
• Core thought: Position Leggo’s as the brand that injects passion
back into the category.
• Tone Of Voice: Combine the passion of Italy with the down-to-
earth nature of Australia.
• Mandatories: Retain key elements of what Aussies love about
Italian food culture (a nod to family and generosity) but avoid the
generic and stereotypical depiction.
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15. The Results
• 29% increase in sales
• 16% increase in brand equity
• 44% increase in top of mind awareness
• 30% increase in price promotion effectiveness
• Campaign ROI 15% higher than FMCG average
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16. Lessons Learned
• All brands should adopt a challenger mindset
• Partner with agencies that have as much passion for your brand as
you do
• Consistency is key
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17. Questions?
• April 2018