Seasoned meat supplier Farm Foods Butchers has rebranded its selection of sausages, burgers, meatballs and ready-to-cook meat products to appeal to the modern Aussie family.
The 100 per cent family-owned and operated business based in Breakwater, Victoria worked with Sydney-based branding and packaging design company Tiny Hunter.
Together, they created a brand which connects with their core target audience – the modern Australian family.
The rebrand sees the company name change from ‘Farm Foods’ to ‘Farm Foods Butchers’, reflecting its origins as a small, family-run butchers shop.
It includes the introduction of a new brand mark, look and feel, messaging, tone of voice, and a suite of superhero-style characters including ‘Sammy the Sausage’.
Farm Foods Butchers CEO Nick Kerr said: “In the past, the success of meat products has been down to innovation and efficiency in supply chain, but marketing and branding has become more and more important as consumers’ buying habits have changed.
“We noticed this trend across other categories and knew it was time for us to have that same focus.
“The new brand appeals to our target audience of busy, modern day Australian families. It reflects our affordable offering in a really engaging way, but reinforces our values of quality product and innovative recipes.
“Sammy the Sausage and the rest of the suite of characters add a real sense of fun, and we’ll be using them elsewhere in our marketing too.”
Emma Scott, creative director at Tiny Hunter, said: “We worked closely with Farm Foods Butchers to truly understand the emotional and functional benefit.
“A lot of research and workshopping went into finding that tiny piece of gold that truly connects with their target audience.
“The subsequent brand and packaging design taps into that consumer insight of busy families who want wholesome, quick and easy meals which take away the need to make another decision after a long day at work.
“It’s about once again making meat the hero of the dinner plate.”
The new brand packaging is now available in supermarkets, including national branches of Coles and IGA, and has been rolled out across other online and offline touchpoints. Since the rebrand, the company now has selected lines available in Woolworths.
From Friday, December 4, Snapchatters and Bitmoji users will be able to pair with their own Bitmoji avatars with Levi’s casualwear apparel. The Levi’s x Bitmoji designs will also appear across a variety of experiences on Snapchat including Chat and games, on the Snap Map and in Lenses. All products will be available for purchase […]
John Chaplin (pictured), former Chief Product Officer of Hogarth Australia and Co-founder of award winning digital agency Fusion, has launched a new digital product design company, Diagram. Based in Sydney, Diagram are a collective of creators and makers who partner with individuals, agencies, startups, business and industry to design and build considered, elegant digital products. […]
After announcing the mega acquisition of workplace chat company Slack yesterday, tech giant Salesforce has made a raft of announcements as part of this year’s annual Dreamforce event, which has been held virtually. Headlining the announcements was news of Salesforce Hyperforce, which comes as a reimagination of the company’s platform architecture built to securely and […]