87% share of market growth

Challenge – Grandma born again
In the Norwegian jams market Stabburet/Nora has a 50% market share, with Lerum coming in second place. Lerum's premium brand, Bestemor Lerum, did not make its targets and saw a sinking market share despite stable turnover. The range comprised 13 flavours, but even though the category was growing sales of Bestemor Lerum did not rise from 2005. The visual image was old fashioned and was not different enough from Nora's Hjemmelagde. A redesign and re-launch of the Bestemor range as Lerums Utvalde was decided upon.

Solution – New position with new personality
Focus groups were used to determine the new identity. It was imperative that the new range be perceived as something entirely new. The actual jar was designed to emulate the old Norgesglass, emphasised by the high lid. No other category has a similar jar. The label is small and narrow and emphasises the simple look of the jar. The signature is raised, something also inspired by the old Norgesglass. The original signature from the Lerum family business has found its place and is the symbol that they stand for their own products.

Result – The premium brand hauls it in
A year after the launch, Lerums Utvalde is halfway to reaching its target of increasing its top of mind placement by 5 percentage points. Since the launch in September 2008, the market share is up to 6% compared to Bestemor Lerum's 3.7%, measured in value. The total market increased by 8.7% from September to June 2007/8 compared to the same period the following year, and in this period Lerum jam sales increased by 54.7% where Lerums Utvalde accounted for a huge 87% of the total growth. The increase in value for Lerums Utvalde is formidable, with an increase in the total market share and a steep increase in sales.

Category: Product

Company: Lerum Konserves AS

Project group company: LERUM: Sigbjørn Stedje, Sales and Marketing Director; Bente Lerum Lund, Project Manager; Grethe Lerum, Profile and Sponsor Manager; Trine Lerum Hjellhaug, CEO Direktør LERUM

Design: Tangram Design

Project group design company: TANGRAM: Bjørn Rybakken, Creative Manager and Designer; Kirsten Bryn, Project Manager and Consultant; Annette Sarto, Senior Designer; Linda Valen, Designer; Klaus Dalseth, Production Manager

Award / year: Design Effect Award - 2010

Category: Nominated Grand Prix