[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"article-d961f66d-fcd9-45ba-a609-34b137025c59--":3,"related-articles-undefined-undefined-232f4907-6e64-4efa-a1fc-c8f65d6db103-true":273},{"id":4,"type":5,"title":6,"pubDate":7,"logoUrl":8,"organisationTitle":9,"thirdParty":10,"body":11,"note":12,"videoUrl":13,"imageUrls":14,"city":16,"website":17,"orgId":18,"branches":19,"description":272},"d961f66d-fcd9-45ba-a609-34b137025c59","PRESSRELEASE","HomeMade onthult nieuw design en positionering","2020-02-24T07:07:00.310+01:00","https:\u002F\u002Fwww.persberichten.nl\u002Ffile\u002Flogos\u002F232f4907-6e64-4efa-a1fc-c8f65d6db103\u002F70b0ca9b-2f7d-48e3-8ae9-a351644c8ab8.jpg","HomeMade Bakmixen",false,"\u003Cp>\u003Cstrong>Vanaf vandaag zijn de nieuwe HomeMade verpakkingen in alle Nederlandse supermarkten te vinden. ‘Zowel het logo als de verpakkingen van de bakmixen waren aan vervanging toe’, stelt Annejet Nieboer, Brand Manager van HomeMade Bakmixen. ‘Consumenteninzichten lieten ons beseffen dat het voormalige uiterlijk van HomeMade niet goed past bij onze verschillende doelgroepen en positionering. We hebben het design flink verfrist en zijn ontzettend trots op het eindresultaat!’.\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>\u003Cstrong> \u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Dicht bij de doelgroep\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Na 16 jaar heeft HomeMade afscheid genomen van het oude logo. ‘Het voelde oubollig aan en niet meer van deze tijd. We besloten om het volledige design goed onder de loep te nemen. Daar hebben we de consument vanaf het eerste moment tot aan de laatste details bij betrokken. Zo hebben we verschillende marktonderzoeken gedaan, focusgroepen georganiseerd, zijn we de straat op gegaan met de verpakkingen en hebben we talloze online enquêtes uitgestuurd waar we om de mening van de consument vroegen.’ Uit de onderzoeken bleek dat de verpakkingen niet bij de positionering en de huidige doelgroep van HomeMade, moeders met kinderen, pasten maar ook niet bij hun nieuwe secundaire doelgroep, tieners. Daar is nu verandering in gebracht. ‘Deze onderzoeken hebben we gedaan in samenwerking met bureaus, maar vooral ook veel zelf. Ik vind het belangrijk dat wij als merk dicht bij onze consument staan. Door zelf met fans in gesprek te gaan doen wij veel meer inzichten op dan wanneer we het van een schermpje lezen.’ Deze verschillende meningen zijn doorvertaald in het design. Het is geen standaard foodverpakking, maar heeft geleid tot verpakkingen met vrolijke, frisse kleuren en speelse elementen. ‘De gezelligheid die je ervaart tijdens het bakken, stralen deze verpakkingen ook uit’, aldus Nieboer.\u003C\u002Fp>\n\u003Cp>\u003Cstrong> \u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Offline quality time\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Eén van de grootste struggles van ouders is dat kinderen in hun vrije tijd veel achter hun schermpjes te vinden zijn. En daar willen zij vanaf. Nieboer: ‘Daar spelen wij op in door met HomeMade meer dan alleen gemak en een lekker product te bieden, maar juist een leuke offline activiteit. Moeders vinden het heel leuk om met hun kinderen te bakken en tieners bakken graag zelf met hun vrienden. Voor deze doelgroepen zijn de producten van HomeMade heel geschikt. HomeMade is gemakkelijk om snel iets lekkers op tafel te zetten, maar vooral ook om zelf nog een extra twist te geven. Tieners willen meer aandacht besteden aan de decoratie en variatie. Daar is HomeMade de perfecte basis voor. We willen onze doelgroepen met de nieuwe positionering en verpakking laten zien dat bakken geen gedoe oplevert, maar juist leuk en gezellig is en willen hen inspireren om hun creativiteit te laten zien.’\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Happiness campagne\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>De nieuwe verpakkingen zijn vanaf nu in alle Nederlandse supermarkten te vinden. Vanaf vandaag start ook de Happiness campagne, gericht op het overbrengen van de nieuwe positionering en design. Middels verschillende kanalen, zoals TV en YouTube, worden de verschillende doelgroepen bereikt en aangespoord om ook lekker aan de bak te gaan. Ook hiervoor zijn de consumenten betrokken gebleven; in alle uitingen, van TV tot social content zijn échte HomeMade fans gebruikt.\u003C\u002Fp>\n\u003Cp>\u003Cem>Wat vind jij van de nieuwe verpakkingen van HomeMade? Laat het ons weten via Facebook of Instagram met #HomeMadeBakmixen! \u003C\u002Fem>\u003C\u002Fp>","Voor meer informatie en vragen over HomeMade’s rebranding kan je contact opnemen met Brand Manager Annejet Nieboer via a.nieboer@royalsmilde.com of +31 646 134 626. Foto's kan je hier downloaden: https:\u002F\u002Fwe.tl\u002Ft-gm6QKq8TZq \r\n\r\nOver HomeMade\r\nHomeMade werd opgericht in 2004 en al snel waren de kruidcake en de brownies niet meer weg te denken in het bakschap. Door de jaren heen zijn daar heel wat producten bij gekomen en zijn deze te vinden in alle Nederlandse supermarkten. Wij geloven dat je niet uren in de keuken hoeft te staan voor de beste zelfgebakken lekkernijen. Daarom bak je met de bakmixen van HomeMade zonder stress de lekkerste producten. 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