The Turkey Store® Classic Patties
Problem:
How to introduce and position new products that overcome turkey's "bland taste" perception.
Solution:
Identified two new concepts that would compete against other meat choices on the basis of taste.
Dimensionalized cooking using the idea of "creativity", and communicated this within the need for convenience.
CenterBrain Positioning Breakthroughs:
Great burger taste that's easy to make and easy to enjoy.
CenterBrand Breakthrough:
Classic Patties™
Results:
· CenterBrain process is extended to develop radio advertising and sales material.
· Product launched 3rd quarter 1999.
