– SVP Growth and Innovation, Tofurky
Client Stories
Powering packaging decisions to win the moment for Tofurky
Needing to optimize their packaging and shelf placement decisions to motivate consumer purchases, Tofurky, one of the largest producers of vegan plant-based proteins in the U.S., sought our behavioral expertise for help.
Pivotal packaging decisions
Tofurky faced the challenge of making expensive packaging decisions for their innovative plant-based deli slices. Traditional survey research is often devoid of context to provide relevant insights. So, they required a solution that quickly provided behavioral insights to best understand the impact of packaging options in the context of meat products or competitive meat alternatives.
The process of uncovering behavioral insights
Our behavioral experts designed an accessible, winning solution. First, we established a baseline category choice for the original package design within shelf sets. Following, we used our patent-pending Implicit/Explicit Test™ to uncover subconscious perceptions and emotions for one of three alternative designs — and again measured category choices. Baseline comparisons measured LIFT with diagnostic insights to understand why.
The right packaging to motivate and win in the moment
Our moments-based approach uncovered the packaging design significantly improving category LIFT in the context of different shelf placements. Traditional liking and ranking offered little difference between packaging concepts. But our Implicit/Explicit Test™ uncovered significant whys of LIFT for a less expensive soft tray for both placements. The results provided the confidence the Tofurky team needed in deciding where to invest for marketplace success.
