New Business: Owning the freezer

Apart from Ice cream and peas shoppers actively avoid going down Coles’ freezer aisle.

The poultry section was no different. It wasn’t easy to shop, there was duplication of product range and lack of perceived quality. Coles invited us to help them reinvigorate the poultry category in the freezer.

Our task was rather challenging: rationalise and optimise the current offer, create excitement to grow the category with NPD and expand with new innovations.

We pitched for the business and convincingly won based on the team, the strategy and the pitch - and more importantly, not on price. This meant that Coles and Steggles were the only two brands available to the consumers thus making it easy to shop and by removing other competitors, creating more room on the shelf for NPD and insight led Innovations.