The marketing objective
For over six decades, Britannia Marie Gold (abbreviated as BMG below) had been homemakers' standard evening teatime accompaniment and her downtime partner. Most competitors entering the Marie category were being built around a similar proposition of being a tea-time partner.
There was a need to reinvent ourselves to be relevant to the new homemaker of today and revive brand love.
The Target Audience
The core TG for BMG has been home-makers who have consumed the biscuit as an essential accompaniment to tea time. As a settled homemaker, her day revolves primarily around taking care of her family's...