LiveSmart is a brand of Schwan’s Home Service, the largest home delivery food marketer in America, and the biggest business within the multi-billion dollar privately-held Schwan Food Company.
Following our initial engagement to develop a Brand Strategy for Schwan’s Home Service overall, we were engaged to develop a Brand Strategy for LiveSmart. The intent was to fuel their Business Strategy by defining what the LiveSmart brand could stand for in the customer’s mind in order to drive purchase behavior.
LiveSmart was intended as a sub-brand of Schwan’s Home Service to drive growth with health and wellness-conscious customers. After two years, products designated as LiveSmart accounted for significant sales, with higher growth trends. But the products, as opposed to the LiveSmart brand, were driving these purchases. Unfortunately, LiveSmart had become more of a slogan than a brand – having low awareness and understanding with customers. We guided a cross-functional team, including their agency, in understanding the underlying needs and motivations of the target customer segment, and discovering the insight to leverage.
Based on the role and relationship we wanted the LiveSmart brand to play with the overall Schwan’s Home Service brand, we then created the future Brand Essence of LiveSmart, and developed a distinct and emotionally-based Brand Promise to drive the desired purchase behavior with current and new customers.
We then guided plans for internal and marketplace implementation of the Brand Strategy with their agency.
- Brian Nau, Senior Vice President, Marketing and Supply Chain, Home Service
- Brian Cook, Senior Vice President, and Chief Operating Officer, Home Service
- Brian Sattler, Senior Vice President and General Council
- Matthew King, Vice President and Chief Operating Officer, Venture Group
- Belinda Roberts, Vice President, Field Operations, Home Service
- Karen Wilder, Principal Nutrition Scientist
- Jim McGillivray, Director, Innovation Strategy, Home Service
- Joseph Hulsizer, Director, Consumer Insights, Home Service