How Johnny’s BBQ Buddies tripled its buyer base with YouGov Shopper Segmentation

Facts & figures

Global HQ: Bergen, Sweden

Founded: 1893

Employees: 900

Annual revenue (global): € 400+ million

Business challenge

Kavli, founded in 1893 and known for creating the world’s first spreadable cheese (Primula), is a purpose-driven company that donates all profits to charitable causes, primarily mental health and climate initiatives.

Johnny’s is one of Kavli’s most popular brands – a bold mustard range celebrated for innovative flavor combinations. To expand relevance with younger consumers and push into broader usage occasions, Johnny’s set its sights on the BBQ category. The brand launched Johnny’s BBQ Buddies, a comprehensive lineup of Barbeque sauces, flavored mayonnaise, ketchup and potato crisps, designed to serve every BBQ need – and stay relevant beyond seasonal peaks.

Competing in this category meant going head-to-head with entrenched brands with strong shopper loyalty. Understanding which shopper segment Johnny’s could win over was essential.

Solution & research results

To optimize the launch of Johnny’s BBQ Buddies, Kavli leveraged YouGov Shopper Segmentation to identify distinctive shopper profiles for precise targeting. This approach combined granular behavioral data with rich attitudinal profiles from YouGov Shopper intelligence, with penetration identified as the key growth driver.

The analysis revealed seven unique shopper types. While Kavli brands already over-indexed among more traditional shoppers, the data revealed a clear white-space opportunity: “progressive foodies”  – younger, trend-driven consumers actively seeking new flavors and food experiences.

This group represented a high-value, incremental buyer base that Johnny’s could, uniquely attract. Shopper Segmentation enabled Kavli to:

• Precisely define the target opportunity
• Craft and insight-led brand and communications strategy
• Continuously track brand traction through ongoing behavioral data

Business outcome / impact

Within 12 months of launch, Johnny’s BBQ Buddies tripled its buyer base, firmly establishing itself among long-standing BBQ competitors. The brand now reaches one in three BBQ sauce buyers, marking a significant step-change in category presence.

Crucially, Johnny’s unlocked an entirely new segment of adventurous, younger foodies who had never previously engaged with the brand – re-energizing Johnny’s trajectory and creating a platform for sustained growth.