Cayman’s only freshly prepared range of frozen meals est. September 2018
Section 1.0
Brand strategy 1.1 Who we are 1.2 Our story 1.3 Market demand 1.4 Our solution 1.5 Target audience 1.6 Budget
1.1 Brand story
Who we are § Cayman’s only locally produced frozen meal range, where health conscious busy people get home made meals prepared with love § A range of 18 dishes featuring locally inspired recipes and responsibly sourced ingredients, made right here in Cayman § Free from preservatives, and other nasties, Boxed presents its customers with the very best frozen meal options available on island, allowing them to eat healthy and save time
1.2 Brand story
Our story § Founded by Mise en Place, Cayman’s leading and longest-standing catering company § We first started delivering healthy fresh meals in 2003, but we had to discontinue the service after Category 5 Hurricane Ivan devastated the islands in 2004 § After that, we focused on volume catering, servicing local schools and corporate clients daily, while continuing our well-established events catering business § In 2018, we saw a gap in the local market to bring back our meal programme, this time with a focus on healthy frozen ready-reals, available directly from local supermarkets
1.3 Brand story
Evidence on the need for Boxed During the development phase, we shared our ideas for Boxed with Mise en Place’s network of clients, and canvased approx. 1,500 contacts for their feedback
“I love to cook but great take away is always part of our busy week. Looking forward to trying this new line.” “How far in advance are meals prepared, cost, access..? Are they boilin-bag? Or microwaveable? Is packaging biodegradable? Thanks GREAT idea!!” “The dishes that I'd be most likely to buy from you are oven-baked dishes that take a long time to prepare.” “I am particularly interested in frozen healthy meals I can buy to feed the children.”
“Selfishly I am wondering if you will be adding more Vegan options? Regardless, everything looked incredible!!” “I have been waiting for this food option in Cayman for so long! I assume you have researched COOK which is hugely popular in the UK? “ “Would we be able to modify any meals for allergies? I rated a few lower as I am allergic to sulfites and they contained wine. Also, I don't eat pork, so the family would only have that when I am out.” “I'd find it helpful calorie intake for the meals and maybe options that follow diet formats”
1.3 Brand story
Market landscape §
High awareness of healthy eating in Cayman
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Emergence of premium ready meals on a global scale
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Aspirations to improve home cooking
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But Cayman’s busy working population is limited by time pressures
1.4 Brand story
How our brand would solve the problem §
Access to good quality, responsibly sourced home cooked food
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A range of menu options to suit different tastes
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Transparency on ingredients and what goes into each meal
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Quick eating options that aren’t available via other food products
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Meals that typically take time to prepare but we’d all like to eat regularly
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Education of how Boxed meals are made
1.4 Brand story
How our brand would stand out ยง
Emphasis on family-owned local business, made in small batches
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Original branding and packaging unlike any other brand in the frozen food sector
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Packaging that is eco-friendly, including a biodegradable tray, recycled paper sleeve & PLA plastic seal
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Owned photography that is not overtouched or overly staged
1.5 Brand story
Target customers NICOLA WEEKLY “POWER” SHOPPER
BEN WEEKLY SHOPPER
HEATHER BI-WEEKLY SHOPPER
PURPOSE
BEHAVIOR
GOALS
“My primary reason for buying Boxed is to have a selection of healthy meals in the freezer that I can quickly prepare for the family after work and school. I like the fact that I know where the food is cooked and that I’m supporting local.”
Nicola is constantly keeping an eye on nutrition especially food she can feed her two children. She actively canvases the aisles in the grocery stores looking for healthy options that can be prepared quickly. Nicola will typically buy two to three prepared meals per week, plus several sides that she can use to supplement home cooking.
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Feed her family healthy food Save time Be well fed
Occupation: Lawyer Frequency: Shops weekly on-demand and sporadically Age: 39 Education: Graduate Degree HHI: $250,000
“My primary reason for buying Boxed is because I’m busy at work all week and the last thing I want to do is cook a meal when I get home. Before Boxed I would typically buy take-out from Island Naturals, ChickenChicken and occasionally Burger Shack or a Jerk Stand. I don’t want to eat crap, but I do want something that’s quick and relatively healthy”
Ben is a busy professional, he doesn’t plan his meal times, but is aware of the importance of healthy meals. He’s often in the office until late and will re-heat lunch or order take-out when he’s hungry. Having Boxed meals stocked on-site has helped him balance his diet and he feels good about this.
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To find good quality home cooked food that can be prepared quickly To save time To satisfy the hunger monster
Occupation: Teacher Frequency: Shops a couple of times a week, as needed Age: 29 Education: Under Graduate Degree HHI: $90,000
“My primary reason for buying Boxed is because my partner and I lead busy lives, and between our work and social lives we don’t have time to cook every night of the week. We rarely plan out our meals in advance, so I like that I can pop into the store on my way home and pick-up different dishes, based on what we’re each feeling for that day. “
Heather and her partner are fairly new to the island. Although she works regular hours, she likes to make the most of her free time; fitting in a workout or happy hour with friends several times a week. She wants a go-to healthy but convenient dinner option that won’t break the bank.
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Occupation: Financial Advisor Frequency: Shops weekly Age: 46 Education: Graduate Degree HHI: $350,000
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A quality dinner option that doesn’t need advance planning To eat well without spending a lot of time or money To satisfy both her and her partners’ cravings from one offering
1.6 Brand story
Development budget § We knew how important it was for our brand to be unique in order to stand out in a saturated space, so we dedicated the time (6 months) to get it right § We pulled on our existing resources, as well as an external consultant to help us to develop operations and branding § The budget for development of Boxed’s brand identity was approx. CI$15,000
“Grateful for these locally produced, dinner-in-a-flash options! Really flavorful and super-quick to prepare.” — A happy Facebook fan
Section 2.0
Brand identity 2.1 Brand development 2.2 Logo 2.3 Colour palette 2.4 Fonts 2.5 Photography 2.6 Packaging 2.7 Tone of voice 2.8 Key messages
2.1 Brand identity
Brand development ยง We conducted a series of focused brainstorming sessions with our key stakeholders to develop a clear vision and defined values for the brand ยง We started with two concepts: the first was modern yet friendly with bold pops of colour; and the second spoke to the origin of our idea, to offer consumers homecooked-style meals that use the same quality ingredients that we work with in our commercial kitchens. ยง Our branding went through three rounds to land on who we are today
2.2 Brand identity
Logo Boxed’s logo is designed with typographical symmetry in mind the ‘X’ acts as the visual centre point. The key line is designed to frame the logo typeface to give it form against other content.
2.3 Brand identity
Colour palette Boxed’s primary colour palette is black and white. There are also four accent colours that help Boxed to stand out in the frozen food category; these are used as a system to distinguish between product groups.
2.4 Brand identity
Fonts Boxed’s primary typeface is Caveat Brush Regular. It’s a modern script typeface that comes in a single weight and offers flexibility of use. We use it as a headline treatment and to describe our products. Open Sans is used for all other body copy.
2.5 Brand identity
Photography Boxed’s imagery plays on the present moment.
Candid
Relevant/Of the Now
Our images feel candid rather than posed and staged.
Because so much of our media is now real-time, we make sure that our image selections reflect changing seasons and events.
Out of Category
Authentic
Our images are not clichéd or expected, they convey insightful originality.
Our images are captured in the real world and feel truthful and honest.
These moments and events are captured in the real world — not set up in a studio, and not overly retouched or staged. It’s real people in real moments.
2.6 Brand identity
Packaging § Pack sleeves made from recycled brown paper spoke to the homemade feel of the product, and stood out on the shelf against a sea of competitors’ primary colour boxes § It was important to us that customers could see the high quality of the product before buying it § We did not want to add to the waste problem in Cayman; our trays are made from biodegradable materials, and fully compostable within 90 days, and dishes are sealed with polylactic acid (PLA) – a biodegradable alternative to plastic made from renewable resources
2.7 Brand identity
What we stand for We stand for honest cooking
We stand for real-life
We believe that mainstream frozen meals are full of mass prepared, poor quality ingredients
Our team has skin in the game and practice what they preach. We care about our environment and have families ourselves.
We understand life is busy and can be hard sometimes. We’re professionals, but want to be irreverent too.
We stand for empowering individuals
We want to bring some fun back to meals times
We communicate one clear message at a time
The more our customers understand about our products the more comfortable they’ll be with what we produce and spreading the word.
Meal times should be fun and a time to bond with friends and family. Lets spend more time living and less time cooking.
Our audience is busy, and the world is noisy, so focusing on one clear message at a time is smart.
We have a fun independent spirit
2.8 Brand identity
Key messages Boxed’s messaging talks directly to each specific audience group. Our messages are honest and real and talk directly to a solution to a perceived problem.
“Naturally good for you, and your family” “Prep less, party more” “All the taste, none of the hassle” “Made in our kitchen, enjoyed in yours” “Responsibly sourced, irresponsibly enjoyed”
“The fact I had no lunch today does not affect my reaction as this food could only ever be described as delicious! I may never home cook again!” — A hungry Instagram follower
Section 3.0
Brand launch 3.1 Launch menu 3.2 Marketing objectives 3.3 Campaign logic 3.4 Campaign concept 3.5 Sample executions 3.6 Results
3.1 Brand campaign
Launch menu We developed a launch menu of 18 dishes, ranging from fully-prepared dinners and single items to sides and desserts. Dishes also came in a variety of sizes for added convenience, from individual portions (16oz.) to family-size sharing platters (36oz.).
3.2 Brand campaign
Marketing objectives ยง Educate customers on Boxed benefits ยง Associate Boxed with values rooted in sustainability ยง Position Boxed as the first choice for ready meals ยง Make customers aware of where to buy Boxed
3.3 Brand campaign
Campaign logic A six month launch campaign that harnesses the consumer’s desire for high quality ingredients and the provenance of the food they’re buying.
3.4 Brand campaign
Campaign concept § Our concept came from inviting our customers to celebrate the arrival of locally prepared, freshly made, home cooked frozen meals. The concept was:
“Unbox the future of fresh.” § To bring this idea to life visually, we created a series of five campaign visuals, where we combined real life imagery, single minded powerful messages, and stunning product shots to create a compelling emotive response § By highlighting these factors, we were able to set ourselves apart from the humdrum of other meals which offer high volume and low quality
3.4 Brand campaign
Campaign concept contd. ยง The trifecta of information represented the care and commitment that Boxed customers were looking for during meal times, and the appreciation they have for home cooking ยง It allowed us to feature many of our meals in our executions, but because they were a composite, we were always communicating the brand idea first and foremost, as opposed to featuring a single message
Play me
3.4 Brand campaign
Media mix
3.5 Brand campaign
Example execution Instagram
3.5 Brand campaign
Example execution Facebook
3.5 Brand campaign
Example execution Display
3.5 Brand campaign
Example execution Editorial
3.5 Brand campaign
Example execution In-store
3.5 Brand campaign
Example execution Vehicle
3.5 Brand campaign
Example execution Billboard
3.6 Brand campaign
Results §
Boxed is now a household name: more than 70% of 500 surveyed consumers had tried Boxed. Only 6% of survey respondents had not heard of the brand before taking part in the survey
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We developed a strong brand identity: 94% had recognised Boxed in supermarkets and stores, thanks to a strong and consistent look and feel across on and offline advertising efforts
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We have a growing network of loyal vendors and customers: we saw a steady increase in number of units sold month-to-month, totaling 16,400 units and CI$100,000 in sales across 13 retailers in six months
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We filled a need in the market: Most people surveyed were buying Boxed for convenience (80%), followed by taste (45%) and to support local (39%)
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We engaged local consumers: Boxed’s social media platforms grew by 30% month-to-month, with over 13,000 engagements across the five campaigns
“Today I put a Coq Au Vin in the oven. While it was cooking, I spent 45 wonderful minutes in the pool with my son. Thank you for making family life better.” — A busy parent