Läntmannen are experts in everyday bread, but were looking to expand into a more premium position in the in-store bakery context. They needed to develop a portfolio of products that would deliver a more premium consumer experience, justifying a higher price point, but without clashing with the boom of artisanal bakeries.
So Läntmannen asked IIAB to help answer some key, nuanced questions: What does premium mean in the wheat bread category? Where do people find value? What specific factors will drive the premiumisation of this category in the future? How can Läntmannen take and maintain a strong premium position in this market?
Using a wide range of qualitative methods allowed us to gain a deep understanding of how decisions about bread are influenced in different contexts:
We found that premium bread is a more complex beast than first thought, requiring multi-level understanding, and some careful strategic decisions.
We delivered seven category drivers for the premiumisation of the wheat bread category, which defined not only factors impacting the products themselves, but also the occasions for which bread is bought, and the influence of the shopping experience. Each driver manifests as a compilation of the many data sources used throughout the project, functioning as springboards for Lantmännen’s strategic plans to build their premium position in the wheat bread category.
IIAB further collaborated with Lantmännen in the co-creation of activation platforms – specific recommendations for strategic execution against the drivers. By combining multiple drivers, we were able to work together towards the most impactful decisions, both globally and within each market team.
Making the comprehensive material live within the organisation, was a crucial for its success. We developed films, telling the story of the drivers, to bring people on board across the organisation, and to support a common language and understanding across countries.
The drivers became a foundation for the category’s global activity planning, one result being the Bread Barista communication platform, which builds on insights around the importance of premium brand storytelling and artisanship.