Focus: Consumer Messaging Campaign
In 2019, the PBC is laying the groundwork for the a consumer messaging campaign focused on portions. A design thinking approach is being applied, which includes an online consumer panel of Millennials providing insights and reacting real-time to concepts developed by our all-star creative team, a partnership between SS+K and Technology, Humans and Taste or THAT.
The creative team will interact with the consumer panel as well as a group of cultural influencers to develop a range of creative concepts. These will be tested via a quantitative survey, which will also establish a baseline of Millennial consumer awareness, attitudes, behaviors, and beliefs about portions. Our partner for the consumer qualitative and quantitative research is Natural Marketing Institute (NMI).