Reposition a classic American condiment experiencing stiff new competition and a slip in market share. The brand—once an old favorite—had lost relevance.
What We Did
Reformed the brand strategy completely, using our unique ideation process (Creativity Collective™) tested consumer purchase impact via our proprietary transactional learning process (Wallet Testing™).
Repositioning, brand storytelling, and new tagline lit a fresh fire under KC Masterpiece’s national sales—found on shelf at retail, today.