FUD

CHALLENGE:

FUD, a leading cold cuts and Cheese brand, used product innovation to increase their market share and to differentiate themselves from the competition. Some of their product launches didn’t meet expectations.

CONSUMER'S PERSONAL STORY:

First- and second- generation bilingual Latin and Mexican-American moms who grew up with the brand and used it to pamper their whole family.

CULTURAL TRIGGER:

"Although I trust the brands from my homeland. I sometimes feel that there are needs of my new life that are not being addressed".

CULTURALLY RELEVANT SOLUTIONS:

Extended appeal of brand to new consumer segments. Launched product line to address Consumers’ Needs. Implemented brand guidelines. Integrated marketing campaigns.

RESULT

Growth in specific designated market areas and key accounts.

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