Already established with a US distributor, St Pierre asked Green Seed to help strengthen their US market position, particularly to ensure the brand and products are a perfect fit for the US consumer within the mainstream retail space.
Improve the understanding of the US consumer for St Pierre brand, then make trade and consumer marketing recommendations to strengthen the brand franchise and accelerate rate of sale in key retail accounts. Introduce new US packaging design, focus on a core product range and support the US distributor sales effort to expand national points of distribution into larger grocery supermarkets. Support the brand through focused trade and consumer marketing programs.
Green Seed conducted qualitative research groups working in tandem with their UK design agency interpreting the findings. Then Green Seed completed a specialty bread market opportunity assessment using SPINS/IRI scan data, making recommendations on the trade and consumer marketing and the St Pierre product mix. The Green Seed marketing team executed national and account specific targeted brand development plans. Green Seed also provided strategic council for St Pierre US personnel and organization structure, as the company built their US platform.
St Pierre has become the fastest growing specialty bread in the US market. The brand has been relaunched with new packaging and products that “make everyday maginfique”. There have been step-changes to distribution and increased brand rates of sale.