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.