An eight-year decline, reversed.
Brand and product creation rebuilt from category insight; the portfolio repositioned in a fiercely contested market.
A staple-foods brand, MENA · client name withheld, figures directional
8 yrsof decline, reversed
2xgrowth rate
#1category position
Eight consecutive years of decline had been rationalised a different way each year. The category read said otherwise: the brand was losing on a repositioned battlefield while defending the old one.
The turnaround was built from category insight outward: where the shopper had moved, which propositions still earned a premium, and what the portfolio had to become to matter again. Brand and product creation followed the analysis, not the other way around.
Decline reversed, growth rate doubled, category leadership regained.
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