General Mills owns a lot of the brands you know and love, from Betty Crocker and Cheerios to Pillsbury and Progresso. Armed with the insight that millennials were interested in finding new ways to cook and eat chicken, they came to us for help in developing a brand-new brand that could do for chicken what Hamburger Helper did for burgers.
Purpose & Meaning
General Mills understood their new line of sauces and coatings wouldn’t fit naturally within their existing portfolio. We worked iteratively with their team and consumers to explore a range of possible brand stories and names, inspired by current experiences within food culture.
We developed The Good Table brand platform, name, identity, voice and packaging—leaning into the exciting food experience it brings to everyday meals and giving General Mills a force for disruption in ‘the center of the store.’
The Good Table brand went from kick-off to launch in less than a year—record time for the company. The product was so strong that Walmart took the entire line at launch, and the success in stores opened the door for further product innovation, including a freezer-to-plate line extension.