Joyce Foods becomes Joyce Farms. Our first branding recommendation was to rename the company Joyce Farms. In the 1960’s, the company had begun as a commodity chicken enterprise. By 2003, they had fully converted to all-natural chicken and launched a unique line of heritage meats. Since their farms and farming methods are central to their current brand proposition, it was time the name reflected the new philosophy and product lines.
The tagline we crafted defines the company to absolute perfection:
MOTHER NATURE MEETS HAUTE CUISINE.
Next, we helped Joyce Farms identify their core target audiences: specialty wholesalers, high-end artisanal chefs all across the country, specialty markets and the end-consumer for their retail product lines. All these targets are focused on their unique meat offerings, all-natural farming, free-roaming and free-range, air-chilled – and the best meat to choose for the finest cuisine. We defined the care-abouts and developed messaging for each of their audiences.
Over the next year, we rebranded their entire product line from logo to packaging, from collateral design to a new brand website to appeal to their unique clientele.
Our team redesigned and redeveloped their brand website, first and foremost, to support their biggest market: their wholesalers. Anytime a wholesaler pitches the product to a new chef or a new grocery, the customer now has a site that reflects and elaborates upon the claims the seller makes. Secondly, Joyce Farms products are marketed in specialty groceries across the Southeast including Whole Foods. About 20% of retail consumers visit brand sites prior to purchasing in retail stores. These brand stories were carefully crafted to build consumer confidence and loyalty in Joyce Farms as a premium brand.
The packaging designs were developed to appeal to the high-end foodies and chefs that are core building this brand. 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.
The designs connect across the overall brand – while keeping the product lines unique.
The Poulet Rouge Campaign
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.
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.
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 upper crust 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!