INSIGHT

If the Lucerne dairy brand could grow loyalty across its 20 categories throughout the grocery store and get half of its households to buy just one more Lucerne product, incremental revenue could reach $35 million a year. Trinity determined that an iconic and unified Masterbrand system could drive loyalty and grow incremental purchase.

BACKGROUND

JUST ONE MORE PLEASE

Lucerne is the oldest and largest Albertson Companies-owned brand with over $1.2 billion in annual sales and over 475 SKUs. But growth had stalled, and most households were only purchasing the brand in a single category. Consumers were not recognizing – or considering – the recessive and incohesive brand from one aisle to the next.

SOLUTION

CREATING AN ICONIC MASTERBRAND

A new strategy (Celebrating Life’s Simple Pleasures), a new name (Lucerne Dairy Farms), and an idyllic, iconic and memorable identity that captures the romance of the 115-year-old brand’s Northern California dairy farm roots gives the brand an authentic sense of place and an enduring innocent charm. The design system creates a powerful brand block that draws shoppers’ eyes from a distance, creates bigness on shelf and is instantly recognizable from aisle to aisle. System tools provide a flexible format for products to compete within categories while delivering a unified and meaningful Masterbrand presence customers notice throughout the entire store.