client:
Carolina Turkey
project:
Just Perfect Packaging
challenge
Carolina Turkey, the 4th largest turkey producer in the world, engaged Fisher Design to evolve their Just Perfect™ name into a top-tier, premium turkey brand. The strategy: to market a full line of very high quality, fresh turkey products that serve as great tasting meal solutions.
As with any new brand, retail acceptance and consumer appeal was essential. Fisher Design sought to bring the brand to life in a manner that reflects premium positioning, great taste, and overcomes perceptions of turkey lacking versatility, moisture, and ease of preparation.
strategy
Through research, audits, and internet testing we arrived at the concept: “Smart Mom” and the brand essence: “Smarter Meal Solutions”; which underscored key points of differentiation vs. other meat products including a better source of protein, simple preparation, and appealing taste.
To enable the brand to stand out in the meat case, we differentiated the Just Perfect™ brand by developing a proprietary brand mark and color palette. To optimize the ability to engage and inform, a die-cut cardboard sleeve and plastic packaging were incorporated to add scale to the new identity and communicate benefits and preparation tips.
Just Perfect™ now achieves prominence and distinctiveness within the category through its unique promise of quality and taste.
results
Just Perfect™ experienced stronger sales; in some cases triple its normal volume. Its success has improved retailer relationships resulting in stronger distribution in key chains. By successfully enhancing consumer perception of turkey as a protein alternative, Carolina Turkey has decided to extend the Just Perfect™ platform into other fresh, deli, and frozen categories.
|
