A cut above the rest…

Trade marketing fabulous meat on behalf of one of the world’s biggest meat cooperatives

Brief

It’s all about the meat.

In the world of meat processing Danish Crown are established global giants, with processes and technology way ahead of the competition. Currently they provide the big retailers with excellent products but their aim was to widen their market to restaurants and chefs, bringing a bespoke range and deliveries.

We were asked to create a new tone of voice for the existing brand that this new audience could relate to. From there, develop a website that would become a platform and cornerstone for future campaigns and brand activation.

The challenge? In an age where local sourcing and food provenance have become key drivers, how do we convince the diverse UK restaurant market that this new tailored service can provide a range of meat products far superior to the competition?

AIM of the Project

Broaden the Danish Crown brand language and create a message that clearly resonates with the UK restaurant market, and then create the channels to deliver this message to the defined audience

Client: Danish Crown
Services: Website, illustration
Sector: Food

Approach

A fresh look and personal feel.

Branding

The brand language was designed to be graphical and spontaneous, with doodles and cut outs created to embody the feel of a one-to-one conversation. We sought inspiration from farmers markets and played on the direct and candid interactions that take place on the stalls between the seller and the buyer. Our aim was to create a language that entertains as it communicates, that brings a fresh and fun approach but is always underpinned by their expertise and love for meat.

Visuals

Photography took centre stage. We produced all necessary assets and set up photoshoots to show off their extensive meat range in an enticing style (not an easy feat with raw meat!). We shot portraits of their sales team to put a face to the other end of the marketing message and embody the proposition into real people, further cementing the personal approach.

Digital assets

Quality produce is a given prerequisite for restaurants and foodies everywhere. The scale of Danish Crown allows them to breed their own produce as well as select from global and local sources. Their ability to track every stage from farm to fork is a key benefit which was highlighted through our interactive and animated slides on the website. We added a section to clearly summarise the reasons why they are the number one option; their heritage, scale and technical abilities to deliver. This section was designed to mimic a journey that is informative yet short and easy to navigate – allowing users to get straight to the point.

We rounded the site up with a blog for the marketing team to use as a platform to publish insight, recipes, news and any other articles relevant to their field and to start engaging with chefs and cooks through initiating conversation about their trade. We followed with targeted digital campaigns, web banners and electronic direct mail to create awareness of the site and generate leads.

Results

Market share increase: 5%-25%
Visitors: 6,365
Bounce rate: 50%

The website was met with huge success and resulted in a significant increase in Danish Crown’s market share. It was also a really fun project to do, allowing our team to really utilize their creativity (and love of meat) and have a lot of fun in the process!