---
title: "Brand localization research for a food brand | antedote"
description: "Consumer and cultural research for a food brand’s business in a neighboring market, exploring how the brand could express its story and values to local consumers."
url: "https://antedote.com/explore-our-work/a-food-brands-story-next-door/"
author: "antedote"
---

# Choosing a food brand’s voice for a neighboring market

A neighboring market can look close enough to share one story. A food brand’s business there wanted to hear from local consumers before deciding, so we explored the culture around the brand and developed a direction for its communication.

**Client**
Food company

**Industry**
Food

**Kind of work**
Consumer understanding

**Our role**
Consumer and cultural research for the brand’s business in a neighboring market

## What happened next

The brand later ran a new campaign in that market.

## The question

The brand’s business in a neighboring market had to decide whether the way the brand spoke at home would work there as it stood.

The shelves look familiar next door, and one story across two markets is simpler to run. The business wanted the answer to come from local consumers instead, heard on their own terms.

If the story needed to change, the business would need a direction of its own: how the brand should express what it stands for in that market.

## Our approach

We gave the culture around the food as much attention as the food itself.

Consumer and cultural research looked at the context the brand would be speaking into, the roles its food plays in the lives of the people we heard from, and what the brand’s values mean to them locally.

Starting from local culture meant any direction for the brand would be built for that market from the ground up.

## What the team came away with

We brought the research together in a debrief for the brand’s local business, with the implications for the brand set out alongside.

From there, we developed a direction for how the brand could express what it stands for in that market, built on what the people we heard from value.

## Related work

[View consumer understanding case studies](https://antedote.com/explore-our-work/?work=Consumer%20understanding#library)

- Food

    ### [Hearing from consumers before a food brand’s leadership summit](https://antedote.com/explore-our-work/leadership-immersion-before-a-summit/)

- Food

    ### [Understanding what justifies a premium in a staple food](https://antedote.com/explore-our-work/premium-pricing-evidence/)

**What we do**
[Strategic research](https://antedote.com/what-we-do/strategic-research/)

## Want to understand your customers better?

Bring the question, and we’ll talk through where to begin.

[Talk to us](https://antedote.com/talk-to-us/) · [hello@antedote.com](mailto:hello@antedote.com)

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