The insights from the research confirmed that the presence of preservatives is not a factor that affects sales. It is a ‘good to have’ not ‘a need to have’ for people looking for convenience anyway. The insights shaped the marketing communication proposition.
Pensaar first set out to research the perception of preservatives in the products. We conducted in-depth research with users and non-users to understand their opinion of the product category that the client owns. We then broadened the research to understand the role packaging plays to influence perception. Several research techniques were employed in addition to conducting secondary research. Eventually we started to map out attitudes to preservatives in different food categories and understand what role messaging, color and imagery on the package played in the eventual pick up of the product.