Branding Category
Entry Title:
Farm Foods Rebrand
Category:
Professional Branding
Position:
Gold
Design Director:
Phoebe Cheong
Design Team:
Creative Director - Emma Scott Designers - Phoebe Cheong, Ben Barkwith
Company:
Tiny Hunter
Client:
Farm Foods Butchers
Individual Credit:
Emma Scott, Creative Director, Tiny Hunter
Individual Credit:
Phoebe Cheong, Designer, Tiny Hunter
Individual Credit:
Ben Barkwith, Designer, Tiny Hunter
Advertiser/Brand:
Tiny Hunter, AU
Advertiser:
Farm Foods Butchers, AU
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 Sausage and the rest of the suite of characters add a real sense of fun and we’ll be using them elsewhere in our marketing too. Working with Tiny Hunter has been an enlightening experience.”