InnovAsian® Cuisine, a Seattle-based maker of Asian food for both retail and foodservice, was generating around $160 million in sales and wanted more out of their retail multi-serve offering. The frozen Chinese segment was a sea of “non brands” whose primary tactics consisted of trade ads and price promotions. The entire category lacked awareness, HH penetration and brands with distinct positions.
Concentric realized that, despite some pretty good products, the frozen Asian segment was not enjoying the same success that frozen pizza had in capturing take-out and delivery dollars. Also, because the brands had done so little to position themselves, even consumers who shopped the category couldn’t describe the brands they purchased and had no loyalty. Finally, we discovered that P.F. Chang’s (ConAgra), which entered the category with a lot of fanfare and dollars, opened the door to trial for other brands.
InnovAsian could drive growth by Getting The Numbers Right: narrowing their focus on, and strengthening results through, a select set of metrics.
We worked with InnovAsian’s sales team to create a dashboard to focus on days between purchase, HH penetration and ACV. Through emphasis on these particular indicators, we created a clear path for our client to double sales. By concentrating on markets with high category development but low brand development, InnovAsian would leverage a disparity that presented white space to achieve the biggest sales growth.
Understanding the significance of Asian takeout as a family meal solution, the creative strategy was to introduce the idea of “take-in” to our target consumer in grocery, positioning the brand as a convenient and tasty solution for time-pressed family meals. The heart of the solve was experiences that allowed the consumer to discover the authenticity and taste of the food combined with messages delivered between the key hours of 3 and 6 pm when people are making decisions about dinner options. The combination encouraged shoppers to add InnovAsian to their shopping list and freezers on a regular basis.
In a flat category, InnovAsian realized three consecutive years of over 40% growth moving to #2 in the category and, in some retailers, #1 over P.F. Chang’s.
InnovAsian at one point became the fastest-growing frozen multi-serve dinner-entrée in the U.S.
All three key metrics contributed to InnovAsian’s growth, validating the importance of “getting the numbers right.”