presentation slides

SWOT analysis : farmbake

KEY SUCESS FACTORS AND APPEALS:

Farmbake is a very successul NZ biscuit brand and is more commonly reached for than Earnest Adams.

They have gained a huge trust with New Zealand audiences and their bags are taking over the biscuit section.

They have a great design which gives off a very homebaked, rustic feel .

Their slogan is “There is no substitue for quality” which  pairs great with “the taste of home”.

They have a great selection of flavours and appeal to many.

Customers know the brand well and will most likely always stick to it.

Affordable vs quality is a good balance.

WEAKNESSES:

Packaging has a particular style. Younger generations may not like it as much. 

Not made in New Zealand

To maintain freshness you have to store in an airtight container

no gluten free options 

The packaging does not not provide much information about the brand

Biscuits arent what they look like on the packet - false advertising?

Poor taste. Dry and not like a homebaked cookie

Being too much of a commercial brand may take away the homeliness from the brand and how they are wanting the consumers to see their brand

target audience

The people who purchase Farmbake cookies are typically the ‘motherly shopper’, whoever is the one that goes out and does the grocery shopping and is bringing it back for the family. They would choose Farmbake because of its homely values and home made ideals.  The same kind of person would also purchase Earnest Adams cookies, but choose Farmbake instead because of the long term appeal it has on that customer. Someone might buy Earnest Adams cookies if they are not caring as much about what they are putting into their bodies. Although these biscuits arent healthy, there is more of a guilt when purchasing something that is a little cheaper and not as nicely packaged as that says that it is not going to be as good for you.

Our target audience is those that reach for Farmbake cookies. We want to show them that Earnest Adams is a trustworthy, genuine brand that can have just as much value as the Farmbake brand. The motherly shopper that we feel will buy these biscuits the most, will see Earnest Adams as a yum, fun, established brand that is a good treat for themselves and the family of people they are buying them for.

As well as the ‘motherly shopper’, we have more target audiences too. With the growing trend for sharing food and promoting companies on social media platforms such as instagram, our other target audience will be the ‘foodies of instagram’. When a foodie sees a beautifully designed product, it immediately makes them want to pick it up and buy it, so they can go home, test the product and do a review. The fact that we will be discrete about the fact that this product is vegan, once they find that info on the packet, it will seem like an added bonus since veganism is a growing trend among this community.

final products

Here we have created a range of packaging designs for Ernies Biscuits. The two shown on the left are for our originals line and the second two are our limited editions. Not pictured is the Brownie flavour and our Pumpkin flavour. Our design is fun, bright and eyecatching. It makes people say ‘yum’! After asking a few peer’s, we have found a great design that we know will for sure capture the attention of our target audiences. Our logo has a real ‘jimi hendrix’ vibe about it, which is great for the motherly shoppers who will recieve a sense of nostalgia that will help make an emotional connection to our brand. The colourful prints and playful type will be great for our younger consumers as they judge books by their covers and would happily eat something with a delicious looking packaging. These designs would look great on the food grammers instagrams as they are ‘pretty’ and have a great youthful aesthetic that is quite a trend of the instagram community.

BRAND IDENTITY BLUEPRINT

Rationale

Ernies biscuits was created to be a strong competitor for Farmbake and ultimately being the chosen favourite between the two. We wanted to create a strong brand that New Zealand consumers would trust and reach for without a thought. An emerging macro trend in the food industry is the rise of the social media food accounts. There are many instagram accounts that have large followings that post lots of food products, recipes, new foods and brands etc. This is a great way for someone to share their new finds online to a large audience and is a great way for companies to get their product advertised. Following that, most of these instagram accounts are vegetarian, gluten free or vegan. We have decided to create a product that looks cool enough to make this audience want to share it on their accounts because it looks good, but also with the added benefit of it being vegan and having those conscious consumer values.
Our minor target audience, is those that are the 'motherly shopper'. They dont have to be the actual mother of the family, but it is more the ones that go out to buy all the family their weekly food. These group of people will always tend to go for the Farmbake cookies as they are a trusted New Zealand brand, but they have some weaknesses which is huge value for Ernies biscuits. Ernies is vegan, so that means there is no dairy or egg in the biscuits. 'Vegan' also has a very healthy stigma surrounding it so therefore the motherly shopper will more likely reach for Ernies, because it is a healthier treat for the whole family, but will also look fun and yum for the kids.
Our product manages to reach out to both of these audiences successfully and looks eyecatching and yum on the shelves of the supermarket. The website and instagram account adds to the value and genuineness of our brand, which will soon be a rising New Zealand favourite.

We've seen the future, and its cookie shaped.