Freshways Ltd.
2006 ReBrand 100 Winners > distinctionIndustry: Food - Below: Before Images, Rebrand Images, Summary, Credits Summary: Challenge - In 2003 Kerry Foods acquired Freshways which operated in Ireland’s pre-packed sandwich sector selling through multiple and convenience stores. Research identified that the Freshways brand had low appeal for trade and consumers. The brand experience was weak across the product range, in-store merchandising, packaging and promotions. The challenge was to reposition the Freshways brand to capture more market share in the food-to-go sector while refreshing the core sandwich range. Strategy - A new brand identity and architecture was developed and the new look-and-feel applied across all trade and consumer communication materials. The vibrant new logo, inspired by a deli blackboard menu, reinforces the “freshness” of the product range. Result • Market share has risen by 20% • Feedback has been extremely positive from consumers, trade and within the Kerry Foods Group. • Increased motivation amongst Freshways employees • Re-energized new product development process Credits: Client: KerryFoods - www.kerrygroup.com Creative Firm: Enterprise IG Dublin - www.enterpriseig.ie Brand Consultant: Peter Kruseman Creative Leader: Sara Maguire [back] |
