parents, the business is now managed and owned by Ger Kirwan and his wife ... BUSINESS ISSUE. Goatsbridge had ... Teleph
Stage 1: Groundwork
The Bord Bia Consumer Insight & Innovation team worked with Goatsbridge Rainbow Trout Farm to understand the trout category in Ireland and the UK and how their brand fits into it. This case study details the brand work and development of a new brand identity.
BRANDING WORKBOOK
Goatsbridge Rainbow Trout Farm
Growing the success of Irish food & horticulture
Stage 2: Building Brands
Stage 3: Expression
BRANDING WORKBOOK
Goatsbridge Rainbow Trout Farm PROJECT BACKGROUND
Established in 1961 in Kilkenny by Ger Kirwan’s parents, the business is now managed and owned by Ger Kirwan and his wife Mag. Goatsbridge wished to extend their range beyond fresh trout to added value, smoked trout – hot and cold – under the Goatsbridge brand.
BUSINESS ISSUE
CONSUMER ISSUE
Goatsbridge had started out with fresh trout but wanted to expand the range into value added products, under a consistent brand. They needed to explain the story of Goatsbridge by creating a new brand identity for the packaging and website. This would ensure shelf stand out, positioning smoked trout as a real alternative to smoked salmon.
There were three core issues that needed to be addressed in the project. Firstly, there was very low consumer awareness of smoked trout as a product, with the majority opting for smoked salmon as a smoked fish option. Secondly, the smoked trout category suffers from negative perceptions derived from the consumer’s experience of fresh rainbow trout, mainly that of strong flavour and bones. Thirdly, the hot smoked and cold smoked terminology was not understood by consumers. However when it is explained and in particular the health benefits, consumers are interested in trialling the product.
Stage 1: Groundwork
Stage 2: Building Brands
Stage 3: Expression
THE PROCESS
The Bord Bia Consumer Insight & Innovation team’s role was to work alongside Ger and Mag and take a consumer focused approach to building their brand. We worked with them through the Branding Workbook from Stage 1: Groundwork to Stage 3: Expression. HOW DID WE HELP? Stage 1: Groundwork: Using desktop research, we completed Groundwork around the market, consumer, business, competitors and trade to provide a full picture of the market but from the consumer point of view. At the end of this stage Goatsbridge could answer the 5W’s - Who is their target consumer; What products do they have to meet consumer needs; Why consumers would pick their brand; When are the usage occasions and finally Where the product can be used and purchased.
WHAT WERE THE INSIGHTS?
WHAT WAS THE IMPACT ON THE BUSINESS?
The smoked trout category is relatively small compared with that of salmon and needs to attract new consumers. Leveraging the passion of the owners, Ger and Mag Kirwan would be a way of highlighting how great the product is and could be delivered through a new ‘eat trout’ brand. ‘Eat Trout’ reminds consumers that trout is a healthy, tasty alternative to smoked salmon.
The name changed from Goatsbridge Irish Trout Farm to Goatsbridge Rainbow Trout Farm, shortened to Goatsbridge.
Consumers did not understand the difference between hot and cold smoked trout – therefore cold smoked was renamed to “smoked” and hot smoked to “barbequed”.
Stage 2: Building brands: Building on the information gathered from the Groundwork, we completed the brand model for Goatsbridge, to get to the heart of their brand, pinpointing Goatsbridge’s core point of difference, from the consumer point of view. Stage 3: Expression: The final stage involved bringing everything we learned together into a communications brief which was tendered and awarded to Slater Design. The agency worked to the brief alongside Bord Bia and Goatsbridge to redesign brand identify, packaging and their website. New photography was also commissioned.
In order to encourage new consumers to the category of smoked fish, and capture the owners’ enthusiasm, an overall campaign line “Eat Trout by Goatsbridge” was developed.
The redesigned packaging and website was launched in Easter 2014.
An overall campaign line: “Eat Trout by Goatsbridge” was developed.
Bord Bia’s Branding Workbook This process was developed using best practice techniques detailed in Bord Bia’s Branding Workbook. For more information contact: E-mail:
[email protected] Telephone: (01) 6885155
Growing the success of Irish food & horticulture
