We created a family branding concept by developing branding and strategy for a local Food Giant to place its products parallel to multinational food brands. Cost-effective promotion for various lines, capitalising on grouping products and building brand awareness, along with analysing the influencing factors on consumer acceptability, demonstrated the powerful positive effect on consumers’ mind-set and their acceptance.
The family branding strategy was built on brands with a purpose – products that made a difference to consumers and to the environment. In the complex portfolio of brands, each brand with different sales propositions, was engaging with different consumers.
Some of these highly visible brands today are leaders in their category.