Endive specialist Perle du Nord was present at Fruit Attraction this year to present its new visual identity. “Four years ago we undertook a reassessment of our marketing strategy to ensure that our offer was always in line with market expectations,” explains Caroline Basset, group marketing manager.
57% of French people know the Perle du Nord brand
To answer this question, the company relied on numerous qualitative and quantitative studies, on the Kantar and Iri panels and approached consumers to assess the brand and identify its strengths and weaknesses. “These studies have shown that our brand was a real lever of preference and considered a guarantee of quality. 57% of French people know Perle du Nord but we also realized that there was a gap between what consumers perceive and what we want to convey through our brand.
4 selection criteria: freshness, number, origin and size
The studies have also made it possible to prioritize consumer purchasing criteria. “The first criterion is freshness. We have therefore worked on the most transparent packaging possible so that the consumer can see the product. This was a challenge, as endives turn green when exposed to light. The second criterion was determined as the number of endives per package. It is easier for consumers to think of their recipe by counting 1 endive per person. Third selection criterion: more and more French people attach importance to the size of the endive. We realized that the number and size of endives was a selection criterion, rather than use, for example. Thus, our new packaging is not limited to a single use. Finally, the fourth selection criterion was the origin of the product.
A new visual identity that “ticks all the boxes”
Perle du Nord has changed its visual identity, logo and packaging based on these new data. The group took the time to test each of its creations with consumers in order to find what “would tick all the boxes”. “We put the brand back in the center of the packaging, which also clearly indicates the number of endives and their weight. We have integrated the signature: producers of endives from Hauts-de-France. The endive production method is also an important criterion for French consumers, so we have chosen to share 3 pieces of information that resonate with consumers: the fact that we are a cooperative, that our endives are harvested, peeled and packaged by hand and that their culture preserves rural employment. Our industry employs a lot of local labor and therefore plays an important economic role. Consumers are sensitive to the fact that we create jobs in the countryside.
A winning strategy because the last consumers tested all spontaneously chose the Perle du Nord brand.
For more information:
Caroline Bassett
Pearl of the North
Telephone: 03 61 33 40 02
c.basset@perledunord.com