Project Background.
Tyson Fresh Meats had an existing portfolio of value-added meat products under various brand names. However, Tyson knew the importance of having a simplified go-to-market strategy. Our charge was to develop a new brand that could be applied to their multi-species portfolio of pre-seasoned and marinated products.
Starting with a competitive analysis that led to the drafting of positioning statements, and ultimately conducting qualitative and quantitative consumer testing soliciting input on the proposed brand names.
The results? Well, you’ll have to scroll down!
THE SOLUTION.
The Tyson Crafted Creations brand was born! The brand has a very artisanal tone to it; the logo features a hand-sketched feel with a kraft paper background giving it a simple, “made with care” style, appealing to a broad group of consumers who are looking for pre-seasoned and marinated products.
THE RESULTS.
Volume sales of Tyson Crafted Creations products more than doubled the cumulative volume of all previous brands combined within the first six months of the launch.
THE SOLUTION.
The Tyson Crafted Creations brand was born! The brand has a very artisanal tone to it; the logo features a hand-sketched feel with a kraft paper background giving it a simple, “made with care” style, appealing to a broad group of consumers who are looking for pre-seasoned and marinated products.
THE RESULTS.
Volume sales of Tyson Crafted Creations products more than doubled the cumulative volume of all previous brands combined within the first six months of the launch.
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