REPOSITIONING A BRAND

For years, Buitoni focused on their Italian heritage and had success driving their target to purchase. But as consumer priorities changed, their message was no longer resonating. Through our own audience surveying, we saw that Italian heritage wasn’t a key factor in purchase consideration. The target’s motivation shifted to food products that helped make dinnertime easier.

Through a deeper understanding of familial dinnertime tensions, and the obstacles in purchasing fresh pasta over dry, we unveiled a unique white space for Buitoni that hit directly on the target’s need. And now, consumers know Buitoni is A Fresh Way to Think About Dinner.