Challenge:
How to contemporize home canning and transform Kerr into the market leader.

Solution:
The home canning and consumer products division of Kerr Glass Manufacturing had endured declining sales and shrinking market share for years. New marketing management set out to stop the bleeding and to rebuild and contemporize the division.

Research on the brand determined that consumers and potential consumers had very positive associations with the Kerr brand. It conjured up warm memories of wholesome homemade goodness. As a result, GO came up with the positioning, "Kerr, The Homemade Favorite".

GO then redesigned all the communication materials, from the recipe guides, to the packaging, to the sales materials and advertising, with a contemporary, rich, gourmet feel.

We then addressed all the communication elements, consistently applying the positioning theme, "The Homemade Favorite". We re-designed the recipe guides, packaging, and all sales materials. We created new radio and television advertising.

We then developed and introduced new products that would appeal to a younger adult audience. "Jel 'n Jam" is one example of an all-in-one sugar pectin mix to quickly make delicious homemade jellies and jams.

GO researched consumers and found they associated homemade foods with the Kerr mason style jars. After testing a number of product concepts with consumers, and researching the competitive set, we launched a line of gourmet pie fillings. Grocers were delighted as the products quickly created a new niche among low-end canned pie fillings providing higher margins. The introduction proved successful, yielding a 15 - 20 percent category share.