Meat supplier Farm Foods Butchers has rebranded its selection of sausages, burgers, meatballs and ready-to-cook meat products to appeal to the modern Australian family.
The 100 per cent family-owned and operated business based in Breakwater, Victoria worked with Sydney-based branding and packaging design company Tiny Hunter. Together, they created a brand which connects with their core target audience, the modern Australian family.
Farm Foods Butchers said the rebrand sees the company name change from ‘Farm Foods’ to ‘Farm Foods Butchers’, reflecting its origins as a small, family-run butchers shop. It introduces a new brand mark, look and feel, messaging, tone of voice and a suite of super-hero style characters including ‘Sammy the Sausage’.
“In the past the success of meat products has been down to innovation and efficiency in supply chain, but marketing and branding has become more and more important as consumers’ buying habits have changed. We noticed this trend across other categories and knew it was time for us to have that same focus,” said Nick Kerr, Farm Foods Butchers’ CEO.
“The new brand appeals to our target audience of busy, modern day Australian families. It reflects our affordable offering in a really engaging way, but reinforces our values of quality product and innovative recipes. Sammy the Sausage and the rest of the suite of characters add a real sense of fun and we’ll be using them elsewhere in our marketing too.”
Farm Foods Butchers new brand packaging is now available in supermarkets including Coles and IGA and has been rolled out across other online and offline touchpoints. They also have selected lines available in Woolworths.
