Fix Overloaded FMCG Campaign Briefs using Get Who To By
Look, we’ve all seen it. A 40-page FMCG brief that tries to 'disrupt the category' while targeting 'moms 18-54.' It’s a marketing-speak dumpster fire. You’re trying to do everything, which means you’re doing nothing. The Get Who To By framework is your emergency exit. It forces you to pick a lane, find a real person, and give them a reason to move their hands toward your product instead of the one next to it.
The TL;DR
Stop trying to win the whole supermarket. Use Get Who To By to identify a specific human (GET), find their actual habit (WHO), tell them something that isn't corporate noise (TO), and give them a mechanism to actually buy the damn thing (BY).
Why Get Who To By Saves Your Sanity
FMCG campaigns usually drown in their own complexity. This framework is the anchor that keeps you from drifting into 'brand awareness' purgatory.
The Four Steps
GET
Who exactly is worth your limited budget?
Define the smallest, most winnable group. Not 'shoppers.' Think 'the guy who buys the same boring frozen pizza every Tuesday because he's too tired to choose.'
WHO
What’s the actual behavior you're fighting?
Find the friction. Are they buying the competitor because it's at eye level? Are they skipping the category because they think it's too expensive? Don't give me demographics; give me a habit.
TO
What’s the message that makes the choice brainless?
Craft a message that solves the 'Who.' No metaphors. No 'elevating the everyday.' Just tell them exactly why your product is the solution to their immediate problem.
BY
How are you going to make them actually do it?
This is the mechanism. A floor sticker? A BOGO offer? A QR code that actually works? If there's no bridge between the message and the checkout, you're just making art.
FMCG Briefing Disasters
(Try not to do these, please)
- ×Targeting 'The Modern Shopper' (she doesn't exist)
- ×Treating 'Who' like a demographic instead of a behavior
- ×Writing a 'To' message that sounds like a corporate mission statement
- ×Forgetting the 'By' and hoping for a miracle at the shelf
- ×Trying to solve three different business problems in one brief
- ×Ignoring the fact that people spend 3 seconds looking at your product
- ×Using 'disrupt' as a strategy instead of a buzzword
- ×Confusing 'Brand Purpose' with a reason to buy dish soap
Fix these, and you might actually sell something instead of just winning a 'creative' award no one cares about.
Real Examples
Premium Pasta Sauce
Moving shoppers from private label to a premium tier sauce.
GET
Time-starved parents who feel guilty about serving jarred sauce.
WHO
They hide the empty jar at the bottom of the recycling bin so no one sees they didn't cook from scratch.
TO
Tastes like you spent four hours in the kitchen, even though you only spent ten minutes.
BY
On-pack '10-Minute Secret' recipes and a high-visibility end-cap display near the fresh pasta.
Energy Drinks
Expanding a brand into the morning routine of blue-collar workers.
GET
Early-shift warehouse and construction workers.
WHO
They're chugging lukewarm, bitter gas station coffee because they need the caffeine but hate the taste.
TO
The cold, refreshing wake-up call that doesn't taste like a burnt bean.
BY
Morning-only 'Power Hour' discounts at transit-hub convenience stores.
Eco-Friendly Dish Soap
Getting mainstream shoppers to try a sustainable alternative.
GET
Budget-conscious renters who want to be 'green' but fear it won't work.
WHO
They stick to the harsh chemicals because they don't want to spend twenty minutes scrubbing one lasagna pan.
TO
Tough on grease, easy on the planet, same price as the 'blue' stuff.
BY
A 'Grease Challenge' social proof campaign and a $1-off digital coupon on the store app.
Frequently Asked Questions
Can I have two 'To' messages if they're both good?
No. Pick the one that actually moves the needle or write a second brief. Splitting the message just ensures no one remembers either.
What if my 'Who' insight feels a bit mean?
Good. Real human behavior is messy and selfish. If your insight sounds like a Hallmark card, it’s probably a lie.
Is 'By' just another word for media spend?
Hardly. 'By' is the tactical bridge. It's the coupon, the shelf-talker, or the sampling kit. Media spend just makes the bridge louder.
Why can't I target 'Moms'?
Because a 22-year-old mom in a city and a 45-year-old mom in the suburbs have nothing in common except a lack of sleep. Be more specific.
How do I know if my 'To' is stupidly obvious?
Read it out loud. If you feel like a salesman from 1950, you're on the right track. If you feel like a philosopher, start over.
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