Celebrations Gourmet Catering
2008 REBRAND 100 Winners > notable
Industry: Food - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - Purchased in December 2006 by Unidine (a large regional contract food service company), Celebrations was a respected, family-owned gourmet catering business serving Boston’s North Shore community for over 25 years. Facing a sharp decline in sales, no recent marketing efforts, and a highly competitive marketplace, Celebrations was an outdated brand rapidly losing market share. Challenge - Despite a limited budget, Celebrations had ambitious goals to increase revenue, appeal to high-end consumer and corporate clientele, prompt visits to the web site, and expand into the greater Boston market. Strategy - • Rebrand Celebrations with a fresh, contemporary, and classy new identity; • Own the “special moments” of our lives; • Build core client base by utilizing small space ads in community and targeted ethnic publications, and telemarketing to build awareness; • Redesign web site to optimize search engines, enable e-commerce, and communicate new brand positioning; • Design corporate catering materials and direct mail that target area businesses. Result - Year-one revenue tripled versus the prior year, and, according to client, “consumer and corporate traffic to the new web site has been off the charts”. Celebrations also witnessed dramatic increases in consumer telephone inquiries, significant growth in new corporate accounts, and a fivefold increase in high-end events for 2007/08. Plus, the quality brand image displayed in all communications has lead to a renewed focus on quality food presentations and service. Credits: Client: Celebrations Gourmet Catering - www.celebrationsgourmet.com Brand Strategist/Designer: BrandFocus - www.brandfocus.us Creative Director: Tom Davis Designers: Liz Comperchio, Brian Pope, Tom Davis Copywriters: Carol Patch, Gene Gilmore Photographers: M. Hakola Photography, Fay Photo, assorted stock Digital Illustration: 5000K [back] |
