Help Veganz to relaunch their brand and support the transformation process of the whole organisation.
A successfully managed turnaround process and new positioning in the market. Veganz is today one of the leading brands in the vegan food sector with over 46% unaided brand awareness.* Plus the winner of the “Future Marketing” Award”.
We started our project by diving deep into the topic of veganism, analysing the culture and mapping potential opportunities for Veganz in the market.
Together with our research partner BELUGA we did an anthropological field study with potential customers. We conducted many qualitative interviews and observed their shopping and eating behavior in order to truly understand how we can make a meaningful difference in their daily lives. In addition we included the feedback and ideas of the employees into our report, to include the knowledge from inside the organisation to design a holistic turnaround process.
We captured the essence of our new positioning in a clear and meaningful statement. “Food For A Better Life”. These few words are expressing everything that Veganz stands for and it became the internal tagline that helped to align the whole organisation and lead the company into the future.
But we didn’t stop there, our partner Katrin Oeding redesigned the whole packaging to stand out at the shelf and reflect the new approach on every product sold.
One of our major objectives was to bring the new positioning to life by really making a difference in people's lives. We wanted to help customers to make better decisions by being fully transparent and showing them what impact their purchases have on the environment.
To bring this idea to life Veganz partnered with Eaternity to introduce the worlds first holistic sustainability score on their products. With this innovation and new approach to transparency Veganz is leading the way in the food industry and inspiring other brands to join their cause.
Today Veganz is a leading company for plant based products with unaided brand awareness of over 46%. They are continuing to innovate and share their bold vision with the world.
And for their relentless work Jan and his team have won the “Future Marketing Award” in 2020. We are very proud to be able to contribute to this beautiful success story of Veganz.
Here is Jan’s feedback on the whole transformation process and a summary of the impact on his business: