Fletcher’s Fine Foods looked to NextPhase to carve out a market for a new snack pack product resulting in a successful launch
Premium Brands Inc. is an integrated food processing company with a family of brands including Fletcher's, Grimm's, Harvest, McSweeney's, Goodlife and Quality Fast Foods. NextPhase was tasked with the challenge of naming, branding and launching a new product for its Fletcher’s Fine Food division – targeting both snack and lunch markets, all on a small budget.
NextPhase created ‘Munch Kit’ – a product name that strategically targeted both snack and lunch markets. Next a design for the three varieties was produced. The product was then introduced to the trade with a brochure and advertising. This was supported by a consumer magazine and transit ad campaign, as well as in-store coupons.
Healthy sales of the product were generated as soon as it was introduced into stores. Said product manager, Carol Nelson, “We were very pleased with the simplicity of the name, packaging design and advertising campaign. It all centred on the product name ‘Munch Kit’ and worked well for us considering the small marketing budget that we had.”