We helped Kerry Foods turn the idea of “yogurt on a stick” – into the reality of the Yollies brand.
Kerry Foods UK & ROI team had a half-formed idea generated in a workshop. Wouldn’t it be cool if instead of a pot or plastic tube of yogurt, mums could put a chilled yogurt lolly into their kids’ lunchbox.
Consumers universally loved the concept, but quickly dismissed it on the grounds of believability. We clearly needed to do some work on the concept with the Kerry team
We led the team through a series of consumer co-creation incubators – initially to create a concept that really brought the idea to life; then to identify a product form that met mums’ needs and then finally to create a branding solution that neatly dovetailed into the Cheestrings brand framework.
Each stage increased the ideas appeal, built its believability & boosted its shelf-impact.
By working with consumers at every stage, we were able to carefully craft and evolve the concept thinking – until the weird and hard-to-grasp idea of ‘yogurt on a stick’ – seemed the most natural and appealing thing in the world …
Six months of fantastic fun … leading to a hugely successful launch!
It all looks incredibly simple in hindsight, but it wasn’t at the time. In many other businesses the idea would have been abandoned long before we were able to help Kerry turn it into the highly successful business proposition that it has now become!
Whilst delivering strong sales performance is obviously the primary goal of every innovation initiative, it is always nice to win the approbation of your peers. So it’s brilliant that Kerry’s Yollies have not only won the Marketing Institute of Ireland’s New Product of the Year award, but also one of the coveted Anuga Taste15 awards … and most recently, one of the UK Packaging Awards 2015
That’s the power of client, consultant & consumer co-creation. It provides a powerful tool for building half-formed or even challenging ideas – into winning concepts.
Isn’t it time you found out more?
I have worked with David on a few projects now and found his passion, experience and structured logical thinking to be an excellent resource when needed to deliver workable commercial solutions to tricky marketing problems.
This included the launch of Yollies, an off shoot from Cheestrings, where we were really stretching the brand beyond its natural category. David helped us get to a solution that allowed us to find a long term solution under short term deadlines.
Marketing Controller Dairy, Kerry Foods
If this case-history has inspired you, and you have similar challenges where our insight, ideation and concept co-creation skills might add value for you – we would love to hear from you
- Client :Kerry - Yollies