Putting consumer voice at the heart of operations for a leading food producer

Giving Premier Foods the recipe to success through customer collaboration

"Our Bulbshare community has enabled us to bring our consumers and shoppers closer to the heart of our business than ever before. It has transformed how we engage with them, allowing us to achieve the depth of qualitative research but with greater agility and scale."

Emma Whale, Head of Insights, Savoury & M&A, Premier Foods

1,000+ strong insight community across the UK from niche behavioural demographics

30,000+ real-time responses captured, shaping Premier Foods’s consumer strategy

Over 50 projects launched within a year, with a mix of managed and self-serve

Overview

As one of the UK’s largest food producers, Premier Foods is passionate about food and believes they have the opportunity to enrich life for everyone. Premier Foods employs over 4,000 people operating from 15 sites across the country, supplying a range of retail, wholesale, food service, and other customers with iconic brands which feature in millions of homes.

Through some of the nation’s best-loved brands, including Ambrosia, Batchelors, Bisto, Loyd Grossman, Mr. Kipling, Oxo, and Sharwood’s, Premier Foods is creating great-tasting products that contribute to healthy and balanced diets, while committing to nurturing people and local communities, and going further in the pursuit of a healthier planet, in line with its purpose of ‘Enriching Life Through Food’.

Industry

Food

Bulbshare community

Use case

Insights, ideation

premierfoods.co.uk

Aim

Inject the consumer voice into Premier Foods's decision-making and introduce an always-on model that places consumers at the centre of operations, providing greater consumer immersion and rich, on-demand qualitative insights.

Strategy

Bulbshare provides Premier Foods with an always-on community of UK foodies, bringing together real consumers to communicate, collaborate and co-create with the Premier Foods's various brands. We deliver community insights that feed into both brand strategy and innovation. Insight activations range from in-app activities such as image highlighting and AB testing to more in-depth shopper store visits, category and product evaluations, and rich media video feedback. The community brings the ‘why’ into business decisions.