Meadow Lea
Sarva Colombo was tasked with launching the brand Meadow Lea in the Sri Lankan market. The challenge lay in having to launch the product at a lower price range to compete with the Astra brand that has strong brand loyalty and a virtually monopolistic market share in the lower end of the market. In spite of Meadow Lea having been in the Sri Lankan market for over 30 years, it has remained a premium priced product, selling an average of 4-5 tonnes a month. As an agency that values local insights to help us better understand the brand’s consumers and obtain a holistic insight into where it stood in the market at present, we carried out research. The insights we obtained confirmed that there was less than 3% awareness in Meadow Lea’s TG. The brand’s name resonated with those in SEC, B C and D target groups as they were better able to associate with and confidently state the brand name. Further research conducted by Sarva revealed that while the role of mothers was largely centred on giving children their best, mothers often felt a lack appreciation from their family, husbands and children. Our first course of action was re-positioning the brand in one of Sri Lanka’s most cluttered markets, where the mother was the key decision maker and the children were the main influencers. We sought to position the brand as one where families responded with love and appreciation for food prepared with Meadow Lea. The campaign we launched the product with focused on a catchy jingle that featured Sri Lankan names that rhymed with Meadow Lea to reinforce the brand name subtly but surely.