Farm Foods Rebrand

by Tiny Hunter

Introduction

Australia-based Farm Foods Butchers wanted to increase sales by appealing more powerfully to its core target audience - the modern Australian family. The brand - which sells delicious yet affordable sausages, burgers, meatballs and ready to cook meat products - worked with Sydney-based branding agency Tiny Hunter. Family-friendly, humorous and fun were the core values which ran through the project, with the core aim to make meat ‘the hero of the dinner plate’.

Objectives

To increase sales and market share
To consolidate the brand and have a consistent look, feel, and tone of voice

Approach

The rebrand saw the company name change from ‘Farm Foods’ to ‘Farm Foods Butchers’, reflecting its origins as a small, family-run butcher shop.
A new brand mark, look and feel, and a suite of super-hero style characters including ‘Sammy the Sausage’ now form the basis of the new, powerful identity. Meanwhile, a clear strategy, tone of voice and messaging ensures consistency across the brand's communications.

Results

Sales have also increased substantially along with social and digital reach. Anecdotal feedback from buyers and shoppers has been extremely positive with Woolworths (one of Australia’s leading national supermarket chains) now stocking selected lines.

Client feedback

Speaking of the new re-brand and packaging, Nick Kerr, Farm Foods Butchers’ CEO, said: “In the past, the success of meat products has been down to innovation and efficiency in supply chain, but marketing and branding has become more and more important as consumers’ buying habits have changed. We noticed this trend across other categories and knew it was time for us to have that same focus.

“The new brand appeals to our target audience of busy, modern-day Australian families. It reflects our affordable offering in a really engaging way but reinforces our values of quality product and innovative recipes. Sammy the...

Prize

Gold in Branding 2018

Created by:

Design Director

Phoebe Cheong

Design Company

Tiny Hunter

Website

click here

Client

Farm Foods Butchers

Design Team

Creative Director - Emma Scott Designers - Phoebe Cheong, Ben Barkwith

Credits

Entrant Companies

Tiny Hunter, AU

Advertiser/Brand

Farm Foods Butchers, AU

Individual Credits

Creative Director: Emma Scott, Tiny Hunter
Designer: Phoebe Cheong, Tiny Hunter
Designer: Ben Barkwith, Tiny Hunter