You know which grocery brands benefit from a recession? None. Unless “Private Label” counts. And, to CPG brands, it certainly does.

Mom, the keeper of the family budget, had been turning away from Nestlé family favorites to save a few cents here and there. Our strategy told us to consider a value approach. And, without tangible reasons-to-believe for an entire portfolio of products, too many concepts screamed of the BS factor.

Until we came upon emotional value. Ding, ding, ding — Mom is also the keeper of family happiness.