Beckers was marktleider in snacks in het out of homekanaal, terwijl Mora marktleider was in retail. Ambitie van Beckers was om ‘Challenger in Retail’ te worden.
Strategie
Rebranding 13 handelsmerken naar 1 consumentenmerk Beckers
Verhoging naamsbekendheid en verbetering merkimago in retail
Marktonderzoek (U&A) naar gebruik en houding snacks in verschillende delen van Nederland
Vullen innovatiefunnel verschillende marktbewerkingsgebieden met nieuwe concepten (magnetronloempia, magnetronfrikandel, Introductie Beckers Food solutions in Foodservice, Cheesecrack)
Communicatiestrategie & implementatie Benelux inclusief tv, radio en instore promoties
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