Global Grub
Repositioning to jumpstart direct-to-consumer sales
Competitive Analysis - In-Depth Interviews - Brand Positioning
Challenge
After successfully growing its B2B and wholesale businesses, Global Grub decided to focus on direct-to-consumer sales of its DIY cooking kits. However, crafting the key messages for the website proved difficult without knowing what would best resonate with prospective consumers. The Chief Executive Officer (CEO) enlisted our help in crafting a storyline that would capture the brand’s essence and kickstart its direct-to-consumer business.
Approach
Recognizing the importance of a solid foundation for storytelling, we aligned on the need to refine the brand positioning. To start, we first conducted a high-level category and competitive assessment.
We then developed three different brand positioning options for Global Grub, ranging from shared cooking experiences to ease of cooking globally-inspired foods.
We then conducted in-depth interviews to gather key consumer insights on their use of cooking kits, their experience with Global Grub, and the proposed positioning options.
Result
The research results were instrumental in defining Global Grub’s positioning around shared cooking adventures and helped the company raise additional funding to execute its direct-to-consumer growth strategy.
