Summary
Churchill faced an enormous challenge in staying competitive and attractive in a price-driven world. The brand needed to add value to the quote, but while everybody knew Churchill, brand and mascot alike were appearing outdated. However, to leave the familiar and ostensibly well-liked behind would be a massive step.
“We had multiple strong opinions on how Churchie should evolve, if at all. The Nursery's creative research approach provided the evidence we needed to align behind and develop a new platform and identity that we were completely confident in” (Research Manager, DLG).
Creative research approaches were key in mapping out...