CAN’T MESS IT UP! MEALS
DISRUPTIve PRODUCT INNOVATION & MARKETING INNOVATION
Eureka! helped create a completely new brand and product collection to disrupt a traditional category.
THE OBJECTIVE: Highliner needed to create new brands and products for Millennials, but research showed millennials often don’t cook fish themselves for fear of doing it wrong.
PRODUCT INNOVATION: The team developed a new product collection that goes from frozen to fantastic in 10 minutes. This was developed using fast cycles of innovation, leveraging Merwyn Rapid Research and borrowing the brilliance of stimulus from other industries, technologies and methods.
MARKETING INNOVATION: Traditional names and tag lines didn’t resonate with their target customer, but the “Can’t Mess It Up” branding broke through the clutter of an otherwise crowded freezer case.