HAZI

Restoring traditions for today’s consumer

THE CHALLENGE

Hazi and the Basque Government wished to promote the restoration of different references in the production of cheese in the Basque Country. By doing so, they wanted to find a way to complement the current supply of cheese on the market and satisfy unfulfilled consumer needs by emphasising the value of the milk used by Basque producers. Before launching the product, it was necessary to get to know both the market and the consumers. At the same time, conceptualisation of these references had to be carried out and a system of labelling devised which encompassed the entire range of cheeses.

THE SOLUTION

The starting point was getting to know both the national market for cheese and the habits and preferences of consumers in each category. Once the references had been defined, the products, their marketing mix, target markets and positioning were conceptualised. Narratives were also created which attracted today’s consumers to the Basque cheesemaking tradition. Lastly, a labelling system was devised which combined the classification of each cheese and the producer’s brand. The whole range shared this labelling structure and design, with different colours for each reference. Once development was complete, consumer testing was carried out using Prosumerlab’s Profooders base, with the aim of contrasting the narratives and labelling with the targets. In addition, the timings of purchase and consumption were identified. At the same time, a focus group of cheese consumers was set up to complete the study with qualitative information. Finally, a communication and promotion plan was devised for the new family of cheeses.

IMPACT

Now Hazi and Basque cheesemakers have new products to offer to today’s consumers who are looking for the guaranteed quality and proximity offered by these 6 references which have the the Eusko Label seal. There is now a clearer picture of targets, and of the timings of purchase and consumption. In this way, the whole value chain has been made to benefit. Firstly, the needs of those consumers who demand and value natural and local flavours have been met. Secondly, the continuity of small producers has been assured, as they are able to sell products with greater added value. Lastly, distributors can now be offered greater differentiation and innovation of products with traditional, local and quality positioning.

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