Stage 1:
Groundwork
The Bord Bia Consumer Insight & Innovation
team partnered with Fresh Cut Food Services
to develop a brand for a new range of chilled
pastry pies.
BRANDING WORKBOOK
Donal Skehan &
Fresh Cut Food Services
Growing the success of Irish food & horticulture
Stage 2:
Building Brands
Stage 3:
Expression
BRANDING WORKBOOK
Donal Skehan &
Fresh Cut Food Services
PROJECT BACKGROUND
The Bord Bia Consumer Insight & Innovation
team partnered with Donal Skehan and Fresh Cut
Food Services to develop a brand identity for a
new range of chilled pastry pies.
BUSINESS CHALLENGE
CONSUMER ISSUE
The challenge was to create from scratch
a new brand that would resonate with
target consumers within the chilled
pastry pie category and to compete
with leading UK competitor brands.
To create a new brand we needed
to understand and identify who the
target consumer would be, what the
unique brand proposition would be,
and how it would connect to the
consumer in a motivating way.
Stage 1:
Groundwork
Stage 2:
Building Brands
Stage 3:
Expression
THE PROCESS
The Consumer Insight & Innovation team’s role was to work
alongside the Skehan Family and take a consumer focused
approach to building a strong brand. We worked through Bord
Bia Branding Workbook from Stage 1: Groundwork right up to
Stage 4: Launch.
HOW DID WE HELP?
Stage 1: Groundwork:
The Bord Bia Insights team set out to
understand the market, the competitive
set, brands and who the consumers
were, allowing us to identify the target
consumer for the planned range of pies.
This stage confirmed that there was an
opportunity in the domestic chilled pie
category.
Stage 2: Building brands:
The team used market and consumer
understanding to develop different
brand proposition routes. From stage
1, we found that winning in the world
of pies was about “having lots inside”.
Therefore our core propositioning was
focused on the quality of ingredients,
wholesomeness and a good fill;
“Goodness from the inside”.
Stage 3: Expression:
The Insights team drew up a
communications and brand identity
brief based on our brand work. We
appointed a design agency to create
different routes communicating
messages focusing on the
wholesomeness proposition that
was developed. The routes reflected
the family and business relationship
between Donal Skehan and Fresh Cut.
Three design routes were put through
our syndicated foresight4food research
programme to understand consumer
reactions and attitudes to the designs
and communications. This entailed six
qualitative focus groups in the domestic
market and uncovered the consumer
insights which fed into the final design
and finished range.
WHAT WERE THE
INSIGHTS?
WHAT WAS THE IMPACT
ON THE BUSINESS?
The pie category is not well understood
amongst consumers and is consumed
infrequently. It has a slightly poor image
due to perceptions of poor nutritional
ingredients. Winning in pies is about
having lots inside and great quality of
ingredients which was fundamental to
the brand positioning. Consumers want
to enjoy home cooked food but want
the hard work of great taste taken out
of their hands. Donal Skehan’s own
brand personality delivered credibility
to the brand and communicated
Irish home cooked family meals.
The Skoff pie brand was launched
was launched with three varieties
in March 2014. Listings have been
achieved in Supervalu, Centra, Spar
and Dunnes and further listings
are being sought. Awareness is
being generated by Donal using
social media, print and TV. Sales are
encouraging and expected to increase
as the launch campaign develops.
2014
The Skoff pie brand
was launched with three
varieties in March 2014.
Bord Bia’s Branding Workbook
This process was developed using best practice techniques detailed in Bord Bia’s
Branding Workbook.
For more information contact:
E-mail: info@bordbia.ie
Telephone: (01) 6885155
Growing the success of Irish food & horticulture