Dean Foods – Peter Piper Pickles

Problem:

How to revitalize a category and grow sales.

Solution:

• Developed a positioning for the Peter Piper Pickles brand, focusing on the core insight of a parent’s desire to empower independence in his/her child.
• Supported this insight with a product point of difference called the “picklevator,” a tray that lifts pickles out of the brine to avoid a mess.

Results:

• Purchase intent scores exceed 90% with 58% of consumers saying they “definitely will purchase.”
• CenterBrain process is extended to produce television and radio advertising.
• Product is launched regionally in 1999.