Traditionally, Hjem-IS’ distribution system provided a unique advantage. However, increasing competition and changing demands made it necessary for the ice-cream producer to gain new insights into the market and identify a strategy for establishing and maintaining a strong brand position.
Revitalizing a classic Danish brand
With its iconic ice-cream trucks, Hjem-IS has been delivering ice cream to doorstep across Denmark for the last 43 years. Now, after multiple ownership changes, the company is part of Mejerigaarden A/S who also owns Premier Is.
An in-depth survey of 3,000 respondents provided insights into different market segments, purchase preferences, people’s relationship to Hjem-IS, and which potential brand direction would resonate most with consumers.
By uncovering consumer preference, the survey created the foundations for a restructuring of the brand values, product mix, product design and brand position. Furthermore, the insights allowed Hjem-IS to define its optimal future brand position.
To support the brand restructure meant developing new product packaging, a new communication platform and a new brandbook – the latter of which included updated product visuals. The updated packaging places more prominence on the quality of the ingredients to incorporate the new core brand values of Hjem-IS: Quality, Danish heritage, local service, and real cream.
In line with the identified brand position, a revitalized Hjem-IS brand was brought to market with a new campaign. By communicating the new payoff: “Ding ding! The sound of Danish ice cream”, the campaignworked to reposition the brand by tapping into the excitement that comes from receiving Danish ice cream – made with high-quality cream – straight to your doorstep.
With a new communication platform, updated product design, and new campaign, the project created a solid foundation for the future development of the Hjem-IS brand. In addition, the project helped set a clear, future direction for the brand image and marketing system to increase customer conversion and retention.
- Extensive consumers insights
- Updated brand position and brandbook
- New communication platform
- Updated logo and product design
- TVC and social media elements
- Go-to-market strategy and media plan