Bioprotection involves using food cultures to inhibit spoilage and increase shelf-life. It's based on ancient fermentation principles and is completely natural, so it won't add to the list of unwanted artificial ingredients on the label.
As bioprotective solutions can be used in a wide range of food industries, including dairy, meat and wine, there were a large number of key stakeholders involved in the process. There was also very little time. We had just three weeks to reach final concept, so it was imperative the process was compact and aligned.
Step 1. Research
We moved into Chr. Hansen and spent an intense week gathering knowledge and insights. This shaped a number of strategic directions.
Step 2. Refine
The strategic directions were presented to the stakeholder group for review. Three were selected for further development.
Step 3. Select
A creative concept was developed for each strategic direction and then presented to the stakeholder group. The stakeholder group then used purpose written questionnaires to select the final concept.
Step 4. Plan
Following the strategy and concept process, we ensured the development of the right tools for the launch of the new generation FreshQ® by mapping the customer journey of dairy marketing functions. Chr. Hansen wanted to improve their insights into the decision processes of this new target group, so through interviews with customers from around the globe, a full-day workshop, and extensive research we developed a framework that led to a customer journey-based marketing plan.