Heinz - Star-Kist Lunch Select
Problem:
How to position a new product form to grow share.
Solution:
Uncovered the consumer insight that consumers like tuna salad, but tastes
are very personalized.They do not want the convenience of a pre-mix.
CenterBrain Positioning Breakthrough:
Light, fresh tuna salad you make the way you like!
Results:
·Positioning is incorporated into advertising and packaging graphics.
·Product is re-packaged and launched.