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Boar’s Head

Driving trial while reintroducing a storied brand to a new generation of consumers.

Boar’s Head is the #1 deli meat brand in the US, but their core audience is aging and preference for the quality of the deli counter is softening.

Desired Positive Behavior Change
We need to drive incremental new product trial among our core shoppers, and inspire a new generation to visit the deli counter and experience the variety of products.

Positive Behavior Change Idea
Get people to believe that delicious starts at the deli – the best meats & cheeses can only be found behind a deli counter.