Oscar Mayer

We partnered with Oscar Mayer to explore consumer-led ways to elevate their offerings through the lens of flavor.

Capabilities

Consumer Insights

Opportunity Area Development

Challenge

Oscar Mayer wanted to create a higher-price point (but not premium) offering that would pull in new users while still appealing to its value customer base. Having launched line extensions based on premium cuts and ingredients, they were looking to flavor as the way to elevate across categories. To ensure maximum appeal, the brand wanted to adopt a consumer-led approach to flavor innovation. 

Action Taken

DuPuis partnered with Oscar Mayer to explore with consumers what flavor territories could potentially draw in new users and command a higher price. We recruited current customers and target consumers open to the brand for in-depth interviews. We explored what flavor territories drove the most appeal within and across categories. Several viable ways-in were unlocked to elevate offerings across categories through flavor, and the brand moved forward with one direction.

Results

Oscar Mayer launched Smokehouse BBQ Seasoned Bologna.