Client case study: AAK
11th August 2022
Written by HRS Communications
We are delighted to share a client case study for a piece of work we undertook for AAK, a specialist producer of oils and fats.
AAK approached HRS Communications for support with brand positioning for a new cooking fat product which they wished to position as a research-driven, innovative cooking product.
With our unique expertise and knowledge in marketing and nutrition and health claims, HRS were perfectly placed to support AAK in positioning their product as credible and evidence-based.
Finding a solution
After in-depth consultation with the client, HRS identified opportunities for nutrition and health claims and advised on product reformulation in order to enable further claims opportunities. Where evidence-based and legally compliant claims could not be made, we developed factual statements about ingredients. Additionally, we reviewed the ‘wish list’ of claims that the client wanted to make, and tweaked existing promotional copy to ensure regulatory compliance.
Our team also conducted a scientific literature review to identify the role of the product in different dietary patterns, as well as its role in health and disease. The conclusions from this research were then used to inform consumer marketing.
Finally, we compared the product nutritionally against competitor high-fat products. Based on the findings, we developed a handbook of comparative claims for the client to use in their consumer marketing.
Speaking about our partnership, Ameer Majiki, Brand Manager at AAK International said:
“Working with HRS [on our Nutrition, Health and Botanical Claims] has really allowed us to expand on our articulation for a brand we are currently working on. Nothing was too much for Harriet and the team and the quality of work we received has been invaluable to us.
HRS was briefed to pull together approved health messaging on one of our products, that we would use when taking the product to market. Having HRS complete this exercise has distilled confidence in ourselves for when we use the messaging on our comms and provides additional selling points we may not have known otherwise.
They also assisted by creating some fantastic customer profiling which really allowed us to ‘know’ our customer, what their interests are, what their lifestyle is etc, and how our product becomes more than relevant to them. All work was created and produced in good time and the briefing / communication process throughout has been more than efficient. We would certainly recommend anyone thinking of working with HRS to do so!”