Golden Chicken
Setting Up An Innovation Sprint To Unleash A Poultry Rearing Brand’s Potential To Fit The Changing Consumer Behaviour
Challenge
Golden chicken is a poultry rearing and trading company based in Saudi Arabia. They approached Blue Hat, intending to set a new vision for the company; to come up with new product ideas to be introduced in the market, and a complete rebranding for their existing brand identity. We decided to conduct an innovation sprint that gathers multidisciplinary teams from both Golden Chicken and Blue Hat.
Intervention
We started off by looking into local and international trends; from poultry farming, to sustainability influenced purchasing decisions, and government initiatives which might affect the sector. Our team found out that Saudi consumers are getting more and more health conscious, and consequently, food consumption habits have been changed drastically.
Taking this information into account, we focused our research on the changing consumer behavior, increasing interest in food delivery, online ordering behaviours and the rising numbers of F&B e-commerce investments throughout the Kingdom. We then analysed international examples that have launched new innovative products on the market, based on the emphasized consumer needs.
After having done the research, we conducted social listening to find out what people truly think of the brand. Scanning over the reviews and comments from their online presence helped us assess the downsides of their current customer experience and opportunities that might inspire the future rebrand.
We set our aim towards a brand that is more innovative, with more affordable pricing. To better understand Golden Chicken’s relevance, strength and stature in the market, we used a brand asset valuator chart which revealed a strong brand asset but a low esteem.
To unleash Golden Chicken’s unrealised potential; we set a new target audience, defined potential persona profiles, a brand purpose and values. We then identified the brand’s new tone of voice, and designed specific guidelines for the use of language and tools. Our team of strategists also explored different brand architecture options with the client in question.
Additionally, we came up with new offering options which will be tested among the new audience before being launched into the market. Along with new offerings we determined their new tagline as “Daily Creations” and their brand promise as “We got your back”. We also provided guidelines for the new brand style, more dynamic and youthful, to influence any future brand elements.
Results
Golden Chicken team took over the findings of this innovation sprint and will proceed with the implementation phase internally. Collaboratively, we were able to build a new brand style that is more youthful than sophisticated, meeting the changing consumer needs & habits.
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