Food & nutrition
International
Family immersion, co-creation and concept testing
Recharging a family nutrition brand
Bringing parents’ needs into a new proposition and brand relaunch.
01 / Summary
At a glance
- Category: Family nutrition
- Question: How could the brand rebuild relevance and trust with parents?
- Approach: In-home immersion, co-creation and concept testing
- Outcome: A clearer proposition for brand repositioning
02 / Brief
The challenge
A global nutrition brand wanted to regain parents’ attention and confidence. The team needed more than a reaction to existing ideas: it needed to understand the everyday tensions shaping breakfast and family wellbeing.
03 / Method
Starting at the family table
We spent time with families in their own routines, developed new ideas collaboratively and tested the most promising concepts. Each stage moved from lived experience towards a proposition the business could act on.
04 / Insight
What African Grey uncovered
Parents responded to a more useful and emotionally grounded role for the brand—one that balanced nutritional reassurance with the realities of busy family life.
05 / Outcome
A stronger platform for relaunch
The research informed a bold repositioning and gave the team a consumer-led foundation for the brand relaunch.
06 / Context
Understanding everyday family life
Strong propositions begin with a clear view of the routines and compromises they need to fit.
07 / Continue
Related capabilities
Qualitative research · Brand positioning · Concept testing
Related / Case studies
Related case studies
08 / Next
What decision are you working towards?
Bring us the brief, the uncertainty or the early-stage question. We will help turn it into a useful research plan.