STRATEGIC MARKETING
- Survey
- Content development
- Signage
- Sell sheets
- POS
- Advertising campaign
- E-Blast campaign
- E-coupons
- Web banner/advertisement
- Web maintenance
- Image Management
- E-Commerce
- Custom Web Application
- Retail packaging
- Print management
- Pre-production
- Production
- Post-production
Prairie Farms, a major producer and distributor of dairy products in the Midwest, wished to develop a brand identity that communicated their value in the marketplace as a farmer-owned dairy. Their existing identity was a compilation of many campaigns assembled over 70+ years. The desire was to have a cohesive, modern look with personality and consumer appeal. Concurrent to developing this new identity, MarketPlace was working on concepts for Prairie Farms’ yogurt packaging. MarketPlace proposed imagery, art direction, and a communications strategy that was ultimately consumer tested and implemented.
Consumer testing showed that ‘farmer-owned’ was a brand-driving attribute that positively influenced purchase decisions. The tagline “Farm Fresh Quality From our Family To Yours”, was selected by consumers as representative of 1) how they felt about Prairie Farms and 2) how they felt about the dairy being farmer-owned. The identity was implemented across multiple media including multiple websites, print materials, B2B tools, bill boards, point-of-sale materials, fleet graphics, presentations and more. A key component of the new identity was to introduce farm families. Photos of farmers and their families brought life to the farmer-owned message. MarketPlace produced everything from web banners to bill boards.
The identity was applied to all Prairie Farms packaging. New package designs were preferred 3 to 1 over the competitive set and 90% over existing packaging.
