Case study – SHOPPER – Hilton Foods
Disrupting categories for Hilton Foods
Hilton Foods, in partnership with Walmart Canada, wanted to rethink how an established grocery category is sold. To build a proposition compelling enough to shift shopper behaviour, they needed a deep understanding of how Canadian consumers actually shop, cook and think about what they eat.
The challenge: Understanding shoppers well enough to rewrite the category
Disrupting an established retail category needs more than surface-level consumer data. Hilton Foods needed insight that captured both the functional habits and the emotional drivers behind grocery shopping decisions, with enough local nuance to land credibly with Walmart Canada.
What we did: We built a picture of Canadian shoppers from multiple angles
We took a multi-layered approach, combining accompanied shops, food diaries, shopper tasks, online focus groups and a consumer survey. Together, these gave us both the breadth and depth needed to understand not just what people were buying, but why, and what would need to change to shift their behaviour.
What we found: Meal occasions told the real story
Insight into when, how and why people cook unlocked the most useful thinking. We captured the rhythm of meal occasions across the week, including how long people wanted to spend cooking, how often they looked to premiumise, and what would make a difference at the point of purchase.
The impact: A workshop that brought Canada to the UK
We shared findings through a strategy workshop designed to immerse the client in the Canadian retail context. The room was dressed with Canadian travel posters and flags, maple biscuits were served, and a Canadian retail expert joined to demonstrate how other retailers were addressing consumer needs with real, on-the-ground examples.
Meal occasion insight was brought to life through a set of recipe cards capturing the key moments and motivations behind each occasion. The client left the session with tangible, actionable next steps ready to share directly with Walmart.
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