Stage 1:
Groundwork
The Bord Bia Consumer Insight & Innovation
team worked with the Kelleher Family of
Riverview Eggs and jump! Innovation to assess
their brand and help them differentiate in the egg
market where own label is dominant. This case
study illustrates how growth for both the Riverview
and the egg category was achieved in partnership
with Irish retailers.
BRANDING WORKBOOK
Riverview Eggs
Growing the success of Irish food & horticulture
Stage 2:
Building Brands
Stage 3:
Expression
BRANDING WORKBOOK
Riverview Eggs
PROJECT BACKGROUND
Riverview Eggs is a growing family business
situated in Watergrasshill on the outskirts of
Cork city. The business began with 700 hens in
a barn at the home farm and thanks to country
markets, local shops and bakeries, and sheer
hard work, the business has grown to be the
largest producer/packer of both commercial and
free-range eggs, located outside of the poultry
concentrated area of Monaghan/Cavan. Future
growth for the business would be dependent on
increasing egg category sales and growing the
brand nationally.
BUSINESS ISSUE
CONSUMER ISSUE
The egg category is mature and dominated
by own label brands. Given the power
of the retailers in this sector, Riverview
identified category partnership as essential
for maintenance and growth of their
business. Category partnership with leading
retailers would be an opportunity to drive
growth in the egg category and growth
for the Riverview brand nationally.
In a relatively undifferentiated commodity
sector like eggs, where own label
dominates, Riverview needed to
understand what the most credible,
motivating, distinctive benefit it offers
its target consumers to build the
brand and drive sustained growth.
Stage 1:
Groundwork
Stage 2:
Building Brands
Stage 3:
Expression
THE PROCESS
The Bord Bia Consumer Insight and Innovation team’s role was
to work alongside jump!, the Dublin & London based innovation
agency and Riverview to complete the branding process.
HOW DID WE HELP?
Stage 1: Groundwork:
The first stage of the process
involved ‘Groundwork’. This involved
understanding the category dynamics
to ensure Riverview could take a
partnership position with a major
retailer. This involved desk research into
the category and market trends.
Stage 2: Building brands:
Here we needed deeper consumer
understanding of the eggs category
and reaction to the existing Riverview
brand. The approach taken was
qualitative focus groups amongst
egg consumers. The research findings
fed into developing the brand model
for Riverview. It also critically defined
shopper behaviour, purchase drivers
and barriers and other category
dynamics to allow Riverview develop
in-store category POS materials and
merchandising.
Stage 3: Expression:
In addition to using consumer insight
work to drive category growth,
Riverview were keen to update their
brand identity in line with consumer
needs. A creative agency developed
design options for the in-store category
implementation and the Riverview
brand. These were tested amongst
consumers to validate the optimum
designs.
WHAT WERE OUR
INSIGHTS?
WHAT WAS THE IMPACT
ON THE BUSINESS?
Mums want to enliven times together
with their family. Eggs could certainly
do this but we needed to remind
consumers how amazing egg are:
simple, great tasting, versatile and a
good source of protein. An Amazing
Egg campaign was implemented
in-store with a major retailer in order
to draw shoppers to the fixture in
bigger numbers. The Riverview brand’s
DNA is ‘Spirited Vitality’; eating and
serving Riverview eggs naturally
brings family meal times to life.
Riverview has grown its mid-tier
retail range by 12%, increasing
their margin and at the same time
growing the category and helping
retailers’ volume and value sales.
12%
Riverview has grown its midtier retail range by 12%.
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