Associated British Foods Case Study

Associated British Foods Case Study 2

Everything’s gonna be alright… with an actionable segmentation

ABWF knew the Reggae Reggae Sauce business had great potential but the business lacked the precise consumer understanding necessary to achieve growth targets. Decision Architects identified and developed ‘meaningful’ and ‘actionable’ consumer segments for the sauce category that would inform and support a successful marketing campaign

Reggae Reggae Sauce – manufactured by AB World Foods, a division of Associated British Foods – is a barbecue sauce that incorporates Jamaican jerk spice, popularised by creator Levi Roots appearance on the BBC’s Dragons’ Den