Joyce Farms is the exclusive North American producer of Poulet Rouge: a French Label Rouge chicken. It’s an Old World heritage chicken, highly valued by Europeans and rarely found on US soils.
As part of our overall rebranding, we started with the name. On the day we arrived, the company was called Joyce Foods. Because of a long farming heritage and the expanding focus on Epicurean and naturally raised meats, we had renamed them Joyce Farms by the time we left the first branding session.
We then created a campaign for Poulet Rouge – the company’s lead seller. Poulet Rouge product attributes are the true essence of the tag line we developed for the company: Mother Nature Meets Haute Cuisine.
Next, there is nothing more important to a retail product that the stopping power of its package. In order to score higher with the buyer you must first be noticed. The first package to be picked up is the one most likely to be bought. Not only that, the one noticed first is most likely to get picked the next time.
For consumers to believe in the quality of a high-end product, it must look expensive. And be supported by copy smart enough to convince the consumer of its value. We never design just to be cool or pretty – we design strategically for impact and message. We want to win the fierce competition at the shelf.
Europhiles, epicurians, foodies, meat connoisseurs, top-tier chefs, natural and gourmet market buyers – these are the potential consumers for Poulet Rouge. While most Americans think chicken is chicken is chicken, Europeans know this is not so. And Poulet Rouge target customers are the ones who will gladly pay more for a superior chicken.
Because our target generally knows at least some French, the campaign pokes a little fun with “Franglish” – a chicken-y twist on lofty French descriptors. We delved into the minds of our target and we knew they would connect with the inside jokes.
Our favorites landed on the chef testimonial posters. In fact, “Voulez-vous poulet avec moi?” – a play on “Voulez-vous couchez avec moi?” even had our tough-to-please French Chef de Cuisine chuckling in his seat.
Nothing like a little right-on-strategy Epicurian humor for reaching out and grabbing the heart of the hard-to-impress chefs and foodies we aim to win over.
These high impact, targeted web banners appear on sites these high-end epicureans frequent. Their bold simplicity of design and intriguing, French-infused messages make them stand out on a busy web page – and tough not to click.
In this fully integrated campaign – from package to POP, from to print to web – every design in every media distinctively harkens back to the label so it becomes easily recognized back at the shelf.
Stay tuned for more!