Big Daddy
Combining flavour and nourishment
to better gain market share
challenge
Big Daddy, an oatmeal cookie sold in convenience stores and vending machines, was being attacked from all sides by increasing competition. While junk food remains predominant, so-called nutritious options have grown over the past 5 years. As brand awareness was good and the product had potential, we decided to delve into the brand’s very DNA—solid value and generous size—while developing the product’s gourmet codes, making a shift towards more nutritious attributes. Creation of a brand identity emphasizing both the nourishing and appetizing aspects of the cookies. Personification of Big Daddy and development of a tagline—“The King of Cookie Town”—contributing to its positioning as a “satiating” product. Creation of 4 packages highlighting both the taste and the abundance of good ingredients: oats, raisins, big chocolate chunks, and peanut butter.
impact
A 10% increase in sales in the six months following the launch of the new platform.
Merci
team
Agency: La Famille . Brand Strategy: Marie-Ève Caron, La Famille . Art Direction: Caroline Reumont . Graphic declination: Nicolas Boissy . Copywriting: Élyse Noël de Tilly . Project Management: Josiane Roy-Hétu . Graphic Production: Steve Desmarais Photography: Alain Sirois . Illustration: Martin Côté . Portfolio Photos: Vickie Rousseau
