- Is this a big, differentiated idea that is focused on emerging macro-trends?
- idea one: Yes, following the nostalgia theme demonstrated by other brands (Whittaker's collab with jelly tip etc) and growing loyalty and pride for NZ made products (i.e evolution of NZ music to dominate charts, rise in kiwi brands to outdo international competitors (Whittaker's) etc.
- idea two: yes, follows growing trend for luxury everyday items (i.e craft beer, artisan chocolate, designer clothing). Utilises provenance theme sourcing quality ingredients from local NZ suppliers and growing
- Does it meet the client brief? In particular, will it integrate into the wider EA family?
- idea one: EA’s current bagged biscuit is positioned as less quality than Farm Bake, this new product will elevate EA to meet FB’s position in the market with relatable and nostalgic Kiwiana themes.
- idea two: focuses on the same flavour but includes a decadent twist on the classic biscuit, becoming the premium bagged biscuit of the EA range
- Do we believe it as consumers ourselves?
- idea one: yes, because we already know these flavours are loved by New Zealander’s and provides increased differentiation from Farmbake due to the modern twist on an old classic
- idea two: yes, because it hasn't been done before, offers something unique and exciting.
- Is it a unique space from Farmbake, and is it difficult for them to easily copy into a variant?
- idea one: yes it is is unique, however, it can be copied with a slight alteration in the marketing of the ingredients - which is a worry
- idea two: very unique, difficult to copy without creating an entirely new sub-theme of farmbake cookies. However, it still fits within the scope of homestyle bagged biscuits.
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