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Transforming a Traditional Brand

As the barbecue category expands beyond the rib and branches into exciting flavor territory, Cattlemen’s® needed a way to shift its reputation as a “traditional” barbecue brand. This repositioning gives Cattlemen’s® a “new traditionalist” attitude—turning it into an innovative and inspiring brand. The new Cattlemen’s® look matches its mantra: No barbecue boundaries.

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Practicing the Elevator Pitch

Unilever Global uses product “selling stories” to help sales staff quickly communicate the key benefits of a given product. We like to think of these concepts as an elevator pitch. How can we communicate the main product benefit with a quick visual? Well-balanced demi-glace becomes an ingredient acrobatic act. Au jus flavor gets an authentic stamp of approval. And brown gravy’s rich, meaty taste works with any application.

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Study Sparks Two Campaigns

Every once in a while, you stumble across compelling evidence that consumers are truly devoted to your brand. And when we found out that 86% of consumers prefer Bush’s Best® Baked Beans® at their favorite restaurant, we gave Bush’s not one, but two campaigns to celebrate their victory.

Lodging & Catering
Our communication strategy for the lodging & catering segment spoke to the importance of serving the beans customers have come to expect both in-and out-of-home.image_1

K-12
With 4 out of 5 kids giving Bush’s a thumbs up, we wanted to show schools that the easiest way to get kids to eat their vegetables is by serving a vegetable they already like.image_2

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French’s Inspired Support Brochure

Three brands. Three product portfolios. Rebates galore. And one brochure. This multi-brand brochure makes it easy for commercial operators to read up on the latest products and initiatives from French’s®, Cattlemen’s® and Frank’s® RedHot®, then place an order and receive a rebate. The multi-brand collage is representative of French’s® mission to deliver authentic, innovative products to real people.

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