Fusion

Ernest Adams is a long-standing and reputable Kiwi brand that has gained the trust of its audience. While it has strong roots and a great reputation, the brand currently lacks a competitive edge. Our strategy is to build upon the brand's core values to maintain its relevance and reach a new audience. We recognise the importance of preserving Ernest Adam's traditional and Kiwi roots while introducing a sub-brand to revitalise and create excitement. With pandemic restrictions in place, consumers are missing the ability to travel and experience new adventures. To cater to this demographic, we propose that Ernest Adams develop a biscuit range that incorporates exotic flavors from other countries. By combining local New Zealand ingredients with new and exciting flavors, Ernest Adams can stay true to its Kiwi roots while introducing a unique twist to its biscuit range.