Situation: In recent years, whole grains and rice have edged their way from a side-of-the plate afterthought, to front and center menu items. During this time, Village Harvest has been at the forefront of introducing new grains and new product lines -and we found that educating the consumer (and trade) was paramount to sales. Our goal was to not simply educate, but to position Village Harvest as ‘the source” of authentic (dry) as well as frozen whole grains.
Approach: Whether working on the shelf-stable dry line (which we christened as Ahhhh-thentic) or the frozen (Instant Grainification), all materials were designed to both educate and delight.
Outcome: Starting with positioning and carrying through all aspects of marketing, we created packaging, website, recipes, advertising and sampling programs, as well as social media. The new frozen line got distribution in natural channels and at club stores and the dry line continues to gain authorization and distribution.