[tf_numbers name=”landshire”]
Judge A Sandwich
By Its Cover
Landshire
Project Goals
Valuable shelf space is hard to come by. Once won, it must be protected. It must be protected from market challengers, and it must be protected from what we sometimes call “package apathy.” This protection must consider consumer concerns, market trends, and retailer shifts, and it must act quickly, especially when the shelf belongs to Walmart.
WHAT’S ON THE OUTSIDE MATTERS
Landshire is a manufacturer and marketer of packaged sandwiches and snacks distributed throughout the United States. They had a B2B website and packaging, but neither was up to the task of promoting the company’s growing capabilities, meeting the needs of a consumer-facing web presence, or understanding the habits of the Walmart shopper.
After receiving a directive from Walmart to boost sales (now!) or lose too-big-to-lose shelf space, Landshire called on MarketPlace for help with positioning, packaging, and an updated web presence.
KNOW YOURSELF
Landshire had a good thing, and it knew it. For instance, they bake their bread daily, they use only fresh, high quality meats, cheeses, and ingredients, and they capture the quality and great taste of each sandwich through a unique packaging process that seals in freshness. Unfortunately, the consumer didn’t know all of that, and, according to our testing, knowing those things made a big difference in the attitude of over 87% of those who would consider purchasing frozen sandwiches.
KNOW YOUR SHELF
Landshire’s packaging worked with consumers in convenience stores, but it wasn’t working in Walmart. Why not? Because whereas convenience store shoppers tend to be men who value convenience, Walmart leans more toward women who want a good value, which translates to good taste and good nutrition at a good price. So we developed a design and messaging for that shelf and that consumer.
CHOOSE YOUR FLAVOR
With the initial redesign complete and successful, we applied the new art direction to Landshire’s entire line, always working to balance a consistent look with clear differentiation for a great consumer experience.
A MODERN SANDWICH BOARD
To communicate the findings of the research and the decisions that went into the new packaging, we developed a highly visual sales piece that Landshire was able to use to quickly tell its story and sell its new packaging (and positioning) to Walmart.
The single board summarized the research, reasoning behind the new tag line, consumer preference regarding the design, and a view to pushing this design to the website.
Consumers overwhelmingly prefer our new look over the competition…and prefer our new look over any look we’ve had before.
- Landshire
FRESH, CONVENIENT CONTENT
To further engage consumers, we developed the “Landshire & You” section of their website to educate people on the benefits of Landshire products, including the promotion of use-occasions, storage tips, and an interactive piece to submit a story of how the convenience of Landshire products saved the day.
OUTCOMES
What started as a request to update packaging turned into a strategic approach to telling a company’s story to the right people in the right ways in the right places. With our food industry insight and our research, we helped Landshire with a way forward that would satisfy its core customer base while also satisfying the demands of a specific retailer.
The positioning, packaging, and pitch convinced Walmart to allow Landshire to keep its valuable shelf space, but because of the brand strategy behind the packaging, its products performed so well that Walmart gave Landshire more space and ordered more SKUs to fill it. We call that unbelievably fantastic for our partner and totally satisfying to us.
SO WHAT’S NEXT?