Marketing Case Study for a
Foodservice Chicken REBRAND
How does a market challenger rebrand to take market share from the 800 lb. gorilla in its category?
First, The Objective
In the context of a David vs. Goliath scenario, the NewPoint Team took inspiration from the compelling story of a challenger brand in the highly competitive foodservice chicken market.
In an industry dominated by giants like Tyson, our fictional “Brand X” found itself at a crossroads.
Brand X leadership developed a well-conceived strategic plan to steal share by means of:
- Prioritizing high-potential channel targets (namely, commercial operations of fewer than 250 locations, retail deli operations and institutions)
- Expanding their product portfolio to best serve those targets
- Streamlining brands to maximize current brand equity
- Taking a market position based on a (sensory-data) validated flavor advantage
The remaining piece to that rebrand strategy?
A creative and focused campaign that transfers this strategy to sales and reintroduces to the target channels the brand as a new and exciting alternative in chicken.
To achieve that will take:
- An impactful, launch-minded, “rebranding” campaign
- Who is this brand going forward?
- How do we offer something unique?
- Howe do we validate that offer?
- A tight sales training & support program
- Who is this brand going forward, and why?
- Who are the operators primed for what we have to offer and why?
- How can sales use the resources we’ve created to engage and close prospects?
- Cost-effective 360 degree go-to-market plan—one that, without an investment on the scale of Tyson,
- Raises this brand’s awareness and UVP
- Changes market perception/expectation of chicken supply
- Talks solutions — i.e. presents as a “superior product at a market-relevant rate“
- Smart messaging that tailor-fits for each channel
- How does the brand’s UVP relate to commercial targets?
- How does it relate to retail deli targets?
- How does it relate to institutional targets?
Let’s Hatch Some New Ideas
Understanding that the brand had tested and established a flavor superiority, specifically over its leading “Goliath competitor, NewPoint’s recommendation was simple:
Be Bold.
And, immediately, the creative team went to work developing three separate branding- and PR-activation campaign options. All three centered on this chicken’s secret-weapon strength.
What Might a Launch-Minded, “Rebranding” Campaign Look Like?
Considering the brand-positioning, NewPoint imagined a few campaign possibilities that all hinge on the same critical common denominators.
They all:
1. Emphasize flavor
2. Leverage the sensory data that validates
the brand’s superiority in said flavor
3. Elevate (breaded) chicken to a culinary level
4. Stand bold and edgy
Then, behind that wild creative, NewPoint also recommended very disciplined execution.
First, a comprehensive sales training and customer-engagement plan. This would ensure the newly rebranded brand-story is promoted consistently. Including all the way down through each of the company’s B2B sales channels.
Next, a strategic, but flexible, 360° go-to-market plan designed to fund the practical must-haves for internal brand clarity and cohesion, then the more aspirational ideal-wants for external, “take-on-Goliath” brand messaging.
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