“We originally conducted the research with THINK Global Research to help with our brand positioning and packaging. Without the research we may not have signed the agreement with Woolworths and the brand licensing with RSPCA. The whole research came through so strongly and helped us pitch with woolworths.”

WAYNE MCINDOENATIONAL RETAIL MANAGER AT TUROSI (LA IONICA)
IMPACT

La Ionica started as a family business but their commitment to process and their work with local communities has seen their chicken become synonymous with superior flavour, texture and value. La Ionica’s key point of differentiation is through its adoption of an Australian first process.

When you buy La Ionica chicken, you’ll see it has a natural, healthy appearance. When you cook it, you’ll notice how it sizzles in the pan. And when you eat it, you’ll understand what we mean when we say La Ionica is the real taste of chicken. Try La Ionica and taste the Air Chilled Difference.

OVERVIEW

La Ionica was looking to understand how claims and pack design play a part in consumer decision making so they could get cut through and better position their unique offering in the market.

To achieve this, THINK set out to answer four burning questions; what the appetite was for La Ionica’s chicken; how La Ionica should differentiate themselves in this market through claims, such as RSPCA Approved or 100% Australian, and pack design; what the proposition for La Ionica’s chicken will be at launch; and to create new brand guidelines that best communicate the benefits of this unique process to consumers.

To answer these questions, we conducted face-to-face interviews with both label driven and price driven consumers to better understand how packaging, claims and branding impact their decision making. We then conducted a larger scale survey of 1,000 Australian chicken consumers, measuring current consumer attitudes and sentiment towards fresh chicken products that are currently in the market as well as identifying the claims that most strongly resonated with consumers. Lastly, we held focus groups to test the positioning of claims, logos and what language resonated with chicken consumers.

A key insight from our research came through the focus groups, where we evaluated various packaging options offered by La Ionica and their competitors, helping us determine what elements of a chicken pack attracts consumer attention and incentivises purchase. This will serve as the foundation on which La Ionica can build their ‘go-to market’ strategy and form new brand guidelines to help sell their unique market offering.

METHODOLOGY

Journey mapping; Market pulse survey; Focus groups; Quantitative Analysis; In-depth Interviews; Customer profiling; Focus Groups; Customer Co-creation; Creation of brand guidelines; Go-to-market.

FOR THOSE THAT LIKE THE DETAILS

Visit La Ionica’s website