Souping Up Knowledge for Hain Celestial

Photo by Gaelle Marcel on Unsplash

Steaming Insights to Guide & Rebuild Health Valley

Situation

Health Valley, long one of the cornerstone brands of the Hain-Celestial Group’s success, faced mounting pressure from organic soup brands like Pacific and Amy’s and organic cereals like Kashi, Cascadian Farms and Back To Nature fueled by the distribution muscle of Kellogg’s and Kraft/Heinz.

Resolved to “draw a line in the sand” and regain lost share, Hain-Celestial invited Peacock Nine to help determine Health Valley’s strength and shortcomings, its current marketing positioning (as well as those of its competitors) and the brands most promising path renewed growth and success.

Opportunity

Help Hain-Celestial revive, retool and reposition the Health Valley brand and portfolio for dominance in the organic food aisle.

Solution

LISTEN & LEARN — Our team designed and executed a hybrid approach (qualitative and quantitative) fielded among more than 500 organically-inclined, primary grocery decision-makers from across the United States (ages 24-54).

Topics of interest included—

• Attitudes and Usage— natural/organic food

• Purchase Behavior— natural/organic food

• Shopping Channel Preferences

• Strengths/ shortcomings of Health Valley brand (and competitors), including—

  • brand equity analysis

  • product attributes

  • perceived quality

• Competitive packaging assessment

  • virtual shelf exposure (online)

• Positioning concepts - resonance/effectiveness

THINK — Collaborating with Hain-Celestial’s marketing team, we distilled essential insights into a comprehensive plan for rejuvenating and repositioning Health Valley.

• Repositioning strategy

• Package redesign and messaging hierarchy

• Communications strategy

• Sales support (e.g. sell sheets, brand re-launch presentations, insight presentations, etc.)

DO — We then helped oversee and guide a series of initiatives undertaken by the Hain team and its agency and design partners, such as—

• Go-To-Market Relaunch Strategy

• SKU reduction

• Logo refresh

• Package redesign

• Marketing & communications

• Sales support (e.g. sell sheets, brand re-launch presentations, insight presentations, etc.)

Timing 5 months