Greenham were looking to take their high-end foodservice brand – Cape Grim – to consumers through discerning butcher shops and independent retailers. However to ensure that the brand had a distinct point of difference over competitors Fluid was engaged to complete a brand strategy to better understand what their desired customers segment were seeking from the new retail-ready product.
Fluid undertook a strategy workshop to better understand Greenham's customers, competitors, aspirations, and which brand strengths could be leveraged during the creative phase. What became clear – following a category audit – was that the Cape Grim's foodservice brand was neither distinctive nor differentiated from competitors' offers which all offered homogeneous brand positions.
Consolidating the findings Fluid aligned the brand strategy on ‘Taste The Freedom’. This overarching brand platform helped deliver the desired emotive reaction to brand strengths such as Tasmania's pure air and high rainfall and the additive-free 100% grass-fed livestock's isolated fields. This distinctive repositioning for the brand was captured in the creative phrase 'Pure Beef Made By Nature'. The new copy combined with black and white photography of Cape Grim's rugged north Tasmanian landscape.
Fluid built a range new brand assets around the distinctive location and carried a message of purity and provenance through each touchpoint and distinctive brand asset.
Cape Grim Beef was shortlisted for an AGDA Design Effectiveness awards having helped increase beef processing volumes by 32% and achieving exports to chef-hatted restaurants across Australia, Japan, Hong Kong and Singapore.
Cape Grim Beef needed a fresh new look to prepare it for the retail environment and enhance our reputation as the leading grass fed beef brand in Australia. Fluid’s creative capacities are second to none and they have delivered an outstanding result. They do what they say will do on time and on budget.