balancing brand recognition with SKU differentiation on shelf

Our client (a leader in chilled, frozen and shelf-stable food products) was launching a new SKU in the category. They had a new premium pack design that tested well but the team were concerned about their brand’s shelf presence. We ran eyetracking exercises with different shelf executions (pack and positioning) in our shopper lab to understand the brand impact giving them the confidence to move forward with some slight tweaks to execution.

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