Tideford Organics

The Challenge

To reconnect with the brand’s original proposition and find the most succinct and compelling platform for growth.

Since converting to 100% vegan in 2016, Tideford Organics had largely used this as the basis for its marketing comms and had lost its connection to organic. This put the brand squarely in a busy and fast-moving market where brands large and small were vying for space.   

Tideford Organics needed to re-evaluate its brand proposition in a way which would unlock meaningful differentiation and springboard product development and comms for future growth.

The Solution

We began with in-depth diagnosis, including primary and secondary research, to understand how Tideford Organics currently compares with its competitors – how aware category buyers were of the brand, how awareness converts to consideration and preference and the dynamics at play.

This allowed us to unpick the role that organic plays and the associations it has for consumers. Through the research, we were able to identify a meaningful space in the market that only Tideford, with its organic proposition can occupy.

We created the strategy framework to articulate the proposition across the marketing 4Ps. As well as writing the briefs for a raft of new product development, we then worked with the creative agency to bring the proposition to life and plan a three-year comms path which could move from a functional benefits level to tapping into a more emotional brand message.

The Impact

Tideford Organics has just experienced the strongest year on year growth of any chilled soup brand at +34%, whilst attracting 58,000 new shoppers to the category, bringing incremental growth for retailers (Kantar World Panel data to end 2020).

The business has announced £1 million investment into growing the brand over the next 3 years with the confidence in understanding how to position the brand and which marketing levers to pull and will also be recruiting a Marketing Manager for the first time.

Services Used

• Brand direction and positioning
• Marketing strategy and 4Ps framework (product, price, communications and creative, distribution) 
• Marketing activity planning
• Outsourced marketing team

“There is little doubt that in the short time you have been involved with Tideford you have made a significant contribution to defining brand essence and values as well as identifying cost effective consumer comms plans and activities.”