Havre Fras range – Keeping it in the family
Havre Fras is a firm family favourite, enjoying warm associations to childhood, family togetherness and nurture. Key research insights encouraged Quaker to exploit the potential flexibility of the brand with extendions targeting new consumer segments in order to provide serious competition to brands such as Special K and All Bran.
The challenge
The first consideration was how the brand language could be adapted to different grain types, which were identified as the basic appeal to distinct audiences. It needed to be both relevant to older men (the target market for ‘Rug Fras’) and younger women (the target market for ‘Dinkel Fras’) in order to be successful. This had to be achieved working from a limited palette of familiar brand elements.
Strategy and activation
Kernel began by developing a brand portfolio strategy through a series of workshops and brainstorming sessions, which focused on the ownable ‘Fras’ pillow and textural experience. This was key in framing consumer expectations and providing a familiar face to encourage trials.
Careful and considered use of colours and pack design elements provided the clues for differentiation and appeal to individual segments. Subtle shifts in overall pack colour saturation also added gravitas or leavened the overall visual effect. These subtleties were part of other relevant brand touchpoints.
Execution and results
The brand portfolio expansion makes it possible to address a well-segmented consumer base and allows Havre Fras to be more than a popular, but ultimately limited, brand with young family appeal. It provides a fantastic reason for empty nesters to maintain a continued involvement with the brand.
After redesign, sales of the core Havre Fras product in Sweden immediately went up by 41% without any other marketing support, and in Denmark overtook sales of Kellogg's Cornflakes for the first time in the brand’s history. Current figures show steady 5-8% annualized growth in the other variants, most significantly without cannibalising sales of the original Havre Fras.