READY-MEAL PACKAGED GOODS
The Results
Data-driven Insights Transformed Marketing + Innovation
Leveraging data-driven insights, we launched a campaign that resulted in an immediate 22% sales boost and propelled the brand to the #1 spot after six years of trailing the competition. This quantitative research also drove Gorton’s to completely reform their product research and development process.
The Challenges
The frozen fish category had been stagnant for decades, with three main competitors continually rotating industry leadership position in household penetration and sales. The primary marketing period was Lent, a season marked by heightened fish consumption, and the key target was believed to be moms trying to get their kids to eat fish. These two factors—targeting moms and focusing on Lent—were longstanding assumptions in the category.
However, our analysis revealed that these beliefs were shaped by historical marketing strategies rather than true consumer behavior.
The Strategy
We conducted a quantitative market segmentation study that not only reshaped the brand’s campaign but also redefined the company’s product innovation strategy. Insights from the study, combined with internal sales data, led to a bold shift from the brand’s traditional focus on kid-oriented products to an emphasis on flavorful innovations for adults.
This data-driven approach gave Gorton’s the insights and confidence to break away from outdated marketing and product R&D strategies. The new campaign broke category norms, drove record sales, and firmly positioned the brand as the category leader. These campaign and innovation changes have helped to sustain Gorton’s as the market share leader in the category for over two decades.