CASE STUDY: UNILEVER

Challenge:

Unilever turned to Katherine and The Mom Complex to create a meal program that offered quick, easy and budget-friendly dinnertime solutions for their most important customers: mothers. The Mom Complex was tasked to help drive sales of Ragu and Knorr by making it easier and faster to shop for meal ideas and ingredients.

Solution:

Katherine immersed the Unilever leadership team in The Mom Complex’s original research into Millennial mothers and helped them develop new products and programs accordingly. This ongoing consulting assignment resulted in a One Pot Meal marketing platform that was later validated and strengthened by mothers across the country.

Results:

Experienced an immediate 10.5% sales lift after launching the One Pot Meal program in stores across the country. The program included:

New outbound marketing strategy.

The platform evolved into print, digital and experiential programs that inspired moms with new meal solution ideas before planning their next shopping trip.

New in-store displays.

Unilever placed One Pot Meal recipes and ingredients all in one location, so moms were immediately able to decide what’s for dinner. This demonstrates an understanding of Mom’s hectic schedule and need to provide a filling meal while still balancing the other daily to-dos on her list.

New visual recipe cards.

Updates to traditional recipe cards eliminate the paragraphs of instructions and replace them with easy-to-follow visual directions.