Insight

Green’s had aspirations of breaking out of the mixing bowl and going beyond cake mixes. Having already conquered the baking category being market leader against Betty Crocker and White Wings, the plan was to expand the portfolio into new categories including ready to eat bakery items, breakfast occasions, snacking, seasonal celebration and even savoury flavour enhancement - as we know everything is better with gravy!

Vision

The strategy was developed to appeal to a wider audience and reposition Green’s as the home-grown creators of delicious goodness that enhance any moment. Along with changing the clothes of the brand, a clear architecture was devised to help consumers navigate the vast array of products on offer that aligned with the good, better, best tiering.