Case Studies / Ocean Chef

Brand Strategy / Design / Communication

Meeting changing consumer attitudes in a duopoly

As the Australian palate continues to become more sophisticated – Pacific West has responded by developing brands and product extensions that meet contemporary consumer desires

The Task

By separating the brands across distribution channels, we’re able to expand product portfolios and reach consumers in different ways.

The brand architecture helps Pacific West to distribute products across the category via brands and product extensions through distributors including food service and retailers like Woolworths and Coles.

Strategy & Identity

Influences like ‘Master Chef’ and ‘MKR’ are encouraging people to think about their consumption habits and experiment in their kitchens.

uberbrand worked with Pacific West to develop a brand portfolio that reaches a diverse range of business customers, as well as consumers through Australia’s complex retail distribution marketplace.

Ultimately establishing leadership in highly fragmented and competed categories.

 

By separating the brands across distribution channels, we’re able to expand product portfolios and reach consumers in different ways.

The brand architecture helps Pacific West to distribute products across the category via brands and product extensions through distributors including food service and retailers like Woolworths and Coles.

Complicated by the Australian consumer distribution market, which is dominated by a duopoly.

Not only did we need to consider changing consumer habits, but also deliver strategies that meet different and competing consumer distribution channels.

Consequently, the brand Ocean Chef was developed and initially positioned as the premium frozen seafood choice.

From this initial launch, we introduced product tiering that allows Ocean Chef to stretch into coated everyday frozen foods as well as pre-prepared frozen meals.

Separately, the Pacific West retail brand was evolved similarly to access this emerging consumer trend for Coles.

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