Ristorante del Grano

This case study describes a campaign by Come a casa, the Belgian ready meal brand, which targeted families with children with a new product.

Ristorante del Grano

LDV United

Background

Come a casa is a ready-made meals brand. The product range consists of Mediterranean meals such as lasagne and pasta.

Ready-made meals are still perceived as convenience and low-involvement products. The market for ready-made meals is a functional market with hardly any brand experience or product innovation. Hence, the market is dominated by private labels.

Come a casa justifies the price difference between Come a casa and private labels with innovation: new packaging, new tastes, new products.

The whole grain innovation is one of the biggest innovations the brand launched in the last years....

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