The shrinking market and the falling margarine prices prompted ZT Kruszwica to actively seek new sources of growth. The company had planned to launch a new premium product: a combination of Finnish butter and vegetable oils. Our task was to develop a strategy and create a new brand.
The problem we faced was related to the legal classification of the new product as belonging to the category of blended spreads, which includes cheap margarines with a very small share of added butter. The price of our product was three times as high as the price of the most popular blended spread on the market. Thus, we had to attract butter consumers who reject blended spreads out of principle, considering this product category as a ‘marketing scam’.
We decided to use brand design to present all the advantages of the product: 100% natural, Finnish origin, high amount of butter and health benefits of the rapeseed and camelina oils. This is how Finuu came into existence.
Within six months following its market launch, Finuu became a leader among premium blended spreads. Finuu attracted butter consumers (according to the gain & loss analysis: 12 times as many butter consumers than premium blended spread consumers) and, as a result, broadened the entire market segment.
‘Finuu created a new space on the market and gave us a leading position in a growing market niche. Touchideas played a key role in the success of the new brand.’
– Barbara Murfin, Senior Brand Manager, ZT Kruszwica SA