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Facing declining sales in an increasingly fragmented category and investor pressure, Turkey Hill needed to pull their equities, values and PODs into a cohesive story that would motivate the modern ice cream consumer and pave the way for national expansion.
insight
By embracing wholesome nostalgic values, real ingredients and connecting the brand to Turkey Hill the place, they could better resolve tensions between functional and emotional benefits and steal share from smaller purpose driven entrants with their CSR initiatives and clean ingredient list.
approach
Research uncovered key insights about core consumer segments and validated positioning and design choices. This set guardrails and provided a framework for activating the brand concept and visual identity system across 170+ packaging SKUs, a library of more than 250 photographic, CGI and Video assets, and a robust guide for innovation, social media and digital assets.
impact
The new positioning and visual identity system enabled a significant expansion of their retail footprint and with a high trial rate, introduced many people to the brand across the United States. Through continued expansion, a more coherent expression of values and rigor around innovation across product categories, Turkey Hill is well on its way back to beloved icon status.
