Deep Human Understanding

Walkers Sunbites

We brought to life Sunbites’ ‘tribe’ to inform future brand strategy

858Walkers Sunbites

How could Sunbites evolve a rather generic pen portrait...

...Into a sharper picture of their aspirational target consumer?

The Approach

  • Our CoLab online community of 25 people used creative activities to understand their passions, fears and goals, as well as pinpoint brands / influencers they identified with
  • A cross-functional workshop with multiple client teams immersed the Sunbites team in their target’s world, building profiles and selecting ‘tribes people’ they wanted to learn more about
  • In-home ethnographic 2hr interviews with five of the most exciting and relevant targets for the brand, allowed us to focus on stimulus around how Sunbites might engage them in future

The Impact

  • Rich insight and inspiration delivered in a short Tribe Immersion Video that brought to life the brand’s unique cohort!

  • We defined them in a mission statement, then used mixed media to exemplify their values

  • And identified strategic opportunities for to engage them via collaborations, innovations and activations

“The Big Picture was the perfect partner for this critical piece of target audience work. Final outputs were clear and visually attractive. The final workshop was very productive, brilliantly facilitated by The Big Picture. Overall, we uncovered strong insights with clear implications for the brand!”

WESA Insights Manager, PepsiCo

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