About This Project
A nutritious meal from derived the small grains family may not be a mainstream product but the scientific health benefits of Sorghum and Millet products are wide and demonstrable, and deserve a shout to shake the market to their importance. In order to create urgent demand, it needed to look the part. A marketing and branding campaign driven by quality perception (i.e. the deeper, qualitative benefits –‘this good for my family’s health’, ‘this porridge will make me big and strong’– which are relatable and easily understood) was identified as the most effective way to have strong resonance create lasting brand love and loyalty.
