Case Studies: Both projects below were produced by Tandem, where Bettina was Strategy Director.

1. Woolworths:

Woolworths Clothing and Homeware departments were not performing at the same level as the Foods department, which was showing substantial growth.

Tactical strategy and design concepts were developed to facilitate the integration of the two divisions, Foods and Textiles, through cross-promotional In-Store branding.

Compelling brand messaging drives cross-selling from Foods to Textiles and is consistent throughout the store.

Sales in Clothing and Homeware have shown increasing improvement enabling WW to gain a larger share-of-wallet per customer.

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Strategy, Concept and Copywriting: Bettina
Strategic Creative: Mark Murphy, Tandem

2. Vital Health Foods and Beverages:

Vital has been South Africa’s leading health food brand since 1947. However, sales of their health foods and beverages range were tailing off. Several products were being delisted by retailers due to poor sales performance and the remaining products suffered from poor shelf positioning instore.
The Foods and Beverages range was rebranded to improve the overall brand performance.

With the added benefit of consumer perception of Vital as a health brand, brand packaging was redesigned for each product to compete in its category section eg Muesli in breakfast foods section,

Rooibos tea in teas section etc. Whereas previously the products had only been displayed on shelf in the health section, the new packaging designed for maximum appetite appeal enables the range to compete across a range of segments. Heritage brand elements of the Vital brand were retained to facilitate consistency and to prevent alienating the current consumer.
Strategically designed collateral was created to introduce and sell the products into retail as well as for the trade and consumer marketing launch.
Sales have shown unprecedented growth, up over 100%.

Strategy and Creative: Mark Murphy, Tandem
Strategy and Copywriting: Bettina