Debbie, the owner of Eden All Natural (EAN) introduced our team to EAN, a brand with a product offering that includes a range of all-natural peanut butters, made without preservatives for those who value living a healthy lifestyle.
EAN was created to provide affordable healthy lifestyles to all consumers. Debbie emphasises the importance of honesty as a cornerstone of the brand, through the nature of EAN products and its business practices. The name “Eden” makes reference to the biblical Garden of Eden and the concept of temptation.
EAN peanut butters are currently available in 85 Pick n Pay stores and select Spar stores across South Africa.
Research Insights
ONE
Consumers want affordable, tried and trusted peanut butter because they value functionality.
TWO
Consumers’ purchasing behaviour has grown to seek purer products because they are reverting to basics.
Challenges
Key Issues
How might we communicate Eden All Natural as a functional and authentic product?
How might we design Eden All Natural packaging to encourage first time buyers to trust Eden All Natural?
How might we position Eden All Natural as a top-of-mind, affordable and pure nut butter in the minds of the target market?
Objectives
Brand Communication
Raise brand awareness from 2% to 5% in order to increase brand recognition while increasing consumers purchases of Eden All Natural within 12 months.
Marketing Objective
Boost Eden All Natural’s overall marketing by focusing on customer contact points to increase current sales by 5% within 12 months.
Boost Eden All Natural’s overall marketing by focusing on customer contact points to increase current sales by 5% within 12 months.
Business Objective
Aid Eden All Natural in its pursuit of becoming a market leader in the natural food condiments market by increasing turnover by 5% within 12 months
Revised Brand Blueprint
Campaign Positioning
For South Africans moms seeking healthy and cost-effective nut butters, Eden All Natural is the purest and most accessible natural peanut butter for your children.
The original family recipe has been passed down from generation to generation and continues to resemble a symbol of nurture.
The original family recipe has been passed down from generation to generation and continues to resemble a symbol of nurture.
“From Nature to Nurture"
“From Nature to Nurture” relates to Eden’s peanuts coming directly from nature and the recipe being nurtured from generation to generation, allowing Debbie’s mom to pass on the family recipe to her which has further been nurtured to create Eden’s all natural, authentic peanut butter recipe as we know it today. This concept communicated our key message: “We can all eat from nature”.
Communications Tools
Digital
Concept video
Concept Video
Social Media
Instagram profile
Instagram content
Sample social content
Outdoor
Billboards & Bus Stop shelters
Billboards
Key message
Bus Stop shelters
Events/Sponsorship
TB Awareness Campaign
In collaboration with the National Department of Health, Eden All Natural would provide peanut butter sandwiches to TB clinics as well as the pamphlet to give patients a peanut butter meal plan for their six meals a day needed to take with their medication. This communicates Eden All Natural’s brand identity as a nurturing brand which cares for the well-being of everyone and truly believes that "We All Can Eat From Nature".
Event tent mockup
Event branded merchandise
Event merchandise: t-shirts
Event handouts: pamphlets
Pamphlet: inside
Pamphlet: Cover
Owned Media
Packaging
Current packaging
Redesigned packaging based on focus group data.
Website & Delivery van
Website redesign
