“It’s about making sure that you’re not making those decisions on instinct… without having the data out there of what people are looking for and what concerns people have it’s a shot in the dark”
Hanover Research became an extension of the McCall Farms team, serving as a research team that could flex with the company’s changing needs.
“We really need to know these bits of information to do the right things for our brand and now we can pursue that without having to do the cost benefit every time.”
McCalls Farms was facing two critical brand challenges:
Together with Hanover, the team is learning how and when consumers enjoy boiled peanuts outside of group settings. These insights will clarify eating occasions and inform future positioning, messaging and creative strategies for McCall Farms.
For Glory Foods, one of McCall Farms’ canned vegetables brand, the challenge is category conversion. While private label accounts for a significant share of the category, McCall Farms is working with Hanover to move beyond assumptions about price to understand the real barriers preventing category shoppers from choosing Glory Foods.
“It’s really about making sure we’re sending the right message so that we get a more positive ROI on the money we spend on media and creative.”
