Cookwell Oils

Cookwell’s new product was out to change the way consumers looked at cooking oil by inviting them to improve their health by making informed choices on which oils to use for which application.

The target audience included shoppers who were unfamiliar with healthy cooking oils (HCO) and are searching for healthier eating options for their families.  This would include “Walmart Moms,” who can be recruited as proponents of the brand to educate their followers on the benefits of HCO and how to use them in everyday recipes.

In order to best introduce a new concept to shoppers, such as HCO, it’s beneficial to incorporate educational components wherever possible and to utilize consistent messaging across all platforms – labels, shelf strips, and website.