CASE STUDIES

MEAT PACKAGING

THE CHALLENGE

Transform a B2B brand into a consumer-facing brand without losing the brand’s existing equity with business clients, and establish a premium positioning.

Cavalier Logo

Cavalier is one of the largest meat producers in South Africa, but has only ever dealt with the trade. This meant they were losing out to competitors such as Karan Beef, whose branded products and ‘premium’ identity in the eyes of consumers allows them to increase their margin.

A new, strategically guided CI and positioning that would communicate with the end consumer
– getting them to know, trust and ultimately ask for Cavalier products – was needed to expand the business.

The CI would also need to excite internal staff and appeal to both current and prospective farmers / suppliers. This audience needed to see that the company is promoting their products.

Finally, the CI needed to position Cavalier as a progressive company in the eyes of the trade – wholesalers, butchers, retailers, and the hospitality industry.

Competitor landscape – Cavalier is a producer of quality fresh meat but also competes in less premium meat categories

On assessing the brand, we saw that there was significant equity in the Cavalier identity – which had been developed by another agency in 2012. It is recognised by business customers and suppliers. To change it significantly (or add another brand into the mix) would be counter productive.

Meat is a commodity that has largely avoided branding. Known meat brands include Enterprise, Renown, Eskort, BRM, Karan and Karoo Lamb. But consumers are becoming more and more brand-conscious and aware of the food they eat and serve. To lead the category, Cavalier would need to plug into this behaviour.

STRATEGIC DIRECTION

Brand continuity – keeping logo unchanged to maintain existing equity with business clients and speak with one voice to both the trade and consumers.

Focus on packaging design differentiation, using upstream messaging to speak to consumers desire for information.

CREATIVE DIRECTION

Main Market Packaging Design

Free Range Packaging Design

Label Design Hierarchy

PHOTOGRAPHIC STYLING

Why show cooked meat when everyone else does?

Show the meat how it is sold and photograph it in a way that generates appetite appeal: “I want to cook that!”

  • Blue hues are brought into photographic styling. Makes close association to the Cavalier brand.
  • Meat photographed from above isn’t something that has been done before by the competitors. Association of premium meat.

Photographic Styling

ILLUSTRATION STYLING

Detailed beef and lamb illustrations – Quick association of premium meat

Ilustrations

CI ROLLOUT

Corporate Identity Rollout

Truck Branding

LAUNCH

Our packaging recommendation led to an investigation of the necessary equipment and consumables. While equipment could be locally sourced, the exact colour proposed is only available through an international supplier, from which exclusivity was secured.

Furthermore, it was established that this form of meat packaging would add 7 days to the shelf life of the meat! The premium paid for the packaging, it was felt, could be transferred onto the client, given the premium nature of the complete product

LOOK OUT FOR BLUE PACK CAVALIER MEAT IN STORE SOON!

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