Positioning for Purchase
When a non-branded commodity poultry company came to us with the challenge of positioning their new brand of chicken, we jumped at the chance. Here was a line of chicken with real product benefits: antibiotic free; hormone-free; raised in roomy houses, and fed natural corn and soybeans.
Our goal was to develop a name and logo that would quickly convey the benefit of this brand. Thus, “Raised Right, The Name Says It All,” was launched–and greeted with immediate success.
In addition to gaining good distribution, their new packaging garnered some major kudos and opportunities. For example, how many chicken brands do you know that were featured as a gift item in the Neiman Marcus Christmas Catalog? (For those who weren’t in the market for a His ‘n Her Mercedes).
But the clearest measure of success was reaching the corporate goal — to be positioned for acquisition. In less than five years, this unknown commodity line of chicken grew into a strong brand, and managed to attract the leading natural and organic food products company in North America.
Which leads us to our next story, FreeBird.