Marketing Case Study for a Major
Foodservice Chicken Supplier REBRAND
One Major Foodservice Chicken Supplier Asked Us, “How do we rebrand to take market share from the 800 lb. gorilla in our category?”
First, The Objective
Brand X was a challenger in a foodservice market owned by Tyson.
But, Leadership had 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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