“David was easy to deal with and generous with his time and industry experience.”
Opportunity
Kalfresh wanted more people buying its fresh cuts brand Just Veg. over the summer period to return a strong sales result leading into its annual category review. Sold exclusively through Woolworths, a quick solution was key to driving sales of its three hero packs in the highly competitive and home-brand dominated ‘fresh cut’ category.
Solution
We developed an integrated marketing, sales and promotional strategy designed to quickly build product awareness and drive sales. We reviewed the fresh cuts category, audited the sales and marketing plans and collaborated with the senior management team to reposition the Just Veg brand, redefine its target audience and unique selling proposition and revise its key messaging. We then helped develop the annual marketing, sales and pricing strategy to include new pack design, social, digital, website, content, influencer, POS and advertising programs. We provided advice that informed retail ranging, distribution, pricing and promotional strategies, field execution, merchandising program management and reporting.
Results
More people bought Just Veg! Sales skyrocketed, growing more than 128 per cent over the summer period, an increase in UPSPW by more than 82 per cent. More stores included the range across the eastern seaboard and new distribution was secured in other states.
Testimonial
“David helped our team prioritise and focus to create a successful marketing strategy that fitted our budget and grew our customer base and sales. David was easy to deal with and generous with his time and industry experience. Most importantly he kept us accountable to our plan and ensured we maintained the momentum”. - Alice, Jane & Gen - The Just Veg. team
Services Overview
Sustainability
Category analysis
Workshop facilitation and stakeholder alignment
Key messaging identification
Brand Positioning
Consumer, b2b marketing strategy
Retail strategy, pricing, promotion
Media strategy and buying
Packaging design
Program monitoring & evaluation plan