Competitive Positioning of a Meal Kit Service in NZ


Woop! is a fast-growing, award winning business operating in the highly competitive meal-kit category. Hello Fresh had recently entered the NZ market and My Food Bag were expanding their product offerings. Woop! needed to better understand their customers and how their brand was positioned to compete in this evolving market.


They wanted to:

  • Test and track awareness and consideration among customers and prospects
  • Explore and understand perceptions of Woop and its competitive position
  • Identify drivers and barriers to choosing the brand
  • Benchmark the impact of marcomm activities on the product trial funnel (awareness consideration – trial).


With the category and research objectives in mind, we matched Woop! to one of our NZ research specialists who understood the subscription business model and the service economy. He delivered the following:

  • Two online surveys with Woop customers and non-customers
  • Benchmarked key brand health metrics including awareness,
    engagement and brand uplift that will set Woop! up for
    success in 2021.
  • Ran a customised strategic workshop to embed the insights
    and integrate them into their marketing and product
    development goals for 2021.


Insights Exchange delivered help the company to:

  • Benchmark metrics on brand awareness, consideration and conversion to track progress and impact of marketing and communications activities.
  • Clearly understand the effectiveness of recent advertising campaigns and how to optimize messaging for future campaigns.
  • Identification gaps to assist in the development of future customer acquisition strategies.

As a small business, we were looking for an affordable research solution but needed relevant and strategic insights to guide the business. Insights Exchange provided us with the best of both worlds - cost-effective access to a highly experienced research specialist with experience in the subscription economy that was able to work on our project from end-to-end. They made it easy and efficient using one contract and one point of contact. We are looking forward to our continued relationship with them in 2021 as we grow and develop our meal-kit offer and expansion roadmap.

William Lockie – GM