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.