The endive specialist Perle du Nord was present at Fruit Attraction this year to present its new visual identity. “We undertook a re-evaluation of our marketing strategy 4 years ago to make sure that our offer was still in line with the market expectations,” explains Caroline Basset, the group’s marketing manager.
57% of the French know the brand Perle du Nord
In order to answer this question, the company relied on a number of qualitative and quantitative studies, on the Kantar and Iri panels and it got close to the consumers to assess the brand and identify its strengths and weaknesses. “These studies have shown that our brand was a real lever of preference and considered to be a guarantee of quality. 57% of the French know Perle du Nord but we also realized that there was a gap between what consumers perceive and what we want to convey through our brand.”
4 selection criteria: freshness, number, origin and size
The studies have also allowed us to rank the consumers’ purchasing criteria. “The first criterion is freshness. We have therefore worked on a packaging that is as transparent as possible so that the consumer can see the product. This was a challenge, as endives turn green when exposed to light. The second criterion was determined to be the number of endives per packaging. It is easier for consumers to think of their recipe by counting 1 endive per person. Third selection criterion: more and more French people attach importance to the size of the endive. We came to the realization that the number and size of the endives was a selection criteria, instead of usage for example. So our new packaging does not limit to one usage. Finally, the fourth criterion of choice was the origin of the product.”
A new visual identity that “ticks all the boxes”
Perle du Nord has changed its visual identity, its logo and its packaging according to this new data. The group took the time to test each of its creations among consumers in order to find what would “tick all the boxes”. “We have placed the brand back at the center of the packaging, which also clearly indicates the number of endives and their weight. We have integrated the signature: endive producers of the Hauts-de-France. The way the endives are produced is also an important criterion for French consumers, so we have chosen to share 3 pieces of information that would resonate with the consumer: the fact that we are a cooperative, that our endives are harvested, peeled and packed by hand and that their cultivation preserves rural employment. Our industry employs a lot of local labor and therefore plays a significant economic role. Consumers are sensitive to the fact that we create jobs in the countryside.”
A winning strategy because the last group of consumers tested all spontaneously chose the Perle du Nord brand.
For more information:
Caroline Basset
Perle du Nord
Phone: 03 61 33 40 02
c.basset@perledunord.com