From Concept to Crunch, Building the CheChe Brand
And enjoying crisps along the way.
Overview
Mapinga foods, came to us with one objective: Create and develop a snack brand that is youthful, aspirational, and appeals to the Tanzanian market.
They were a new player in the snack industry coming to Tanzania and needed a brand that can relate with the Tanzanian market and to be able to stand out against competitors, both local and international.
What we Did
Market Research: Collect data and insights on the current state of the potato crisps market in Tanzania with a focus on customer behaviour on snack consumption and brand knowledge to inform our Brand Identity research and further into the Go-To-Market Strategy in the future.
Brand Identity Research: Ideate brand names & identities that resonate with the Tanzanian Market and test them to find the best fit for the brand.
Product Testing: Understanding the taste palette of the Tanzanian public, finding out what flavours and textures excite them and what packaging and branding attract them.
My Experience of the Project
This was my first time creating a brand from scratch so I was pretty excited to work on this project. It was also the first time working with an FMCG client.
If I explained what we did step by step, I'd just be repeating myself. So here are a few things I've taken away from this project.
Firstly, coming up with a brand is hard. We spent long hours locked in boardrooms brainstorming different names, ideas and concepts of the brand, while making sure it's relevant to the market and target audience.
Witnessing ideas and brand names get created, people getting attached to ideas only for them to get crushed internally or in the focus groups, and new ones arising from the ashes. It's a difficult, but fun process. And it feels extremely rewarding, especially when you get to see it out in the wild. >:)
Secondly, not only being my first time with brand development, but also with focus groups. I really enjoyed being in the room and getting insights from the people on their thoughts on our product names, branding, even reasoning as to why they eat certain snacks.
So, product owners and creatives, we need to remember that for these things we are not the target audience, unless stated in the brief ;). Make sure you accept feedback from your target audience so at the end of the day you create a product that everyone is happy with.
Project Outcome
After weeks of research, ideation and testing, the final name for the brand arose past the rest, CheChe.
Why CheChe?
Tbh, it fit the bill quite nicely. It's a swahili word that means 'sparks'. Associating the product with a word that is fiery and exciting promises the customer that they are in for a good time.
It's also quite easy to say or use as a verb. I can easily see someone at a mangi shop say "Oya, nipe CheChe moja kaka."
My Learnings & Fun Facts
15+ Brand Names Ideated and Crushed
Your favourite ideas may not be accepted by your target audience. Always remember who the product is for.
4+ Focus Groups Conducted
Always get multiple viewpoints to validate your ideas, catch any missed opportunities or blind spots in your ideas.
10+ Crisps Snacked On
Understand what makes the competition good, so you can make yourself great. And enjoy the extra chips ;)
So if you see it in your local mangi or supermarket near you, try it out, it's pretty good.
Cheers.
Agency: Smart Codes
