NIELSEN-MASSEY vANILLAS

TASTE VANILLA AS VANILLA SHOULD BE

The Situation

Nielsen-Massey Vanillas (NMV) is the undisputed leader of super premium vanilla extracts and other flavorings – a staple for chefs and ubiquitous across baking shows. But despite these impressive credentials, the increasing presence of private label and lower tier brands was negatively affecting NMV’s already low household penetration and retainer support. This was especially critical entering the Q4 2023 baking season, when most extract purchases take place. We were brought on board to take a fresh look at the brand and make the case to consumers and retailers that NMV products lead to transformational flavor – and are ultimately worth the price.

The Solution

In the baking and cooking space there are so many extraordinary creations being showcased, but when you look at vanilla extract category it makes vanilla seem so ordinary. Even though vanilla is often associated with being basic, there is a rich depth of complex flavors when processed properly that can make every dish it is added to taste unforgettable. So much so that at one point in 2018, a kilogram of vanilla beans ($600) was more expensive than silver ($538). These insights led us to focus on the "liquid gold" within each bottle, and its ability to add extraordinary to your everyday. We invited bakers and recipe-makers into a bottle of vanilla to “taste vanilla as vanilla should be” and showcase the elevated process and flavors that place NMV products above all others.