It was time for Jac Pac to refine its corporate identity and further brand awareness.
Jac Pac had led the meat processing industry since the early 1970´s – pushing food safety inspection standards to new levels and innovating custom-designed menu items for clients like The Ground Round and Burger King. In 1999, Jac Pac wanted to build its brand, bolster sales and expand its chain restaurant client roster.
They approached us with an ambitious proposition: establish Jac Pac as the go-to company for leading national restaurant chains. With advanced technology, unsurpassed food safety standards, and a top notch R&D team, Jac Pac had a unique asset. And they wanted to tout it.
They possessed a unique brand personality. And they wanted to show it.
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Goals:
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Build brand awareness of Jac Pac as a food technology leader
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Increase sales leads (specifically in the chain restaurant category)
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| Must Do: |
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Generate leads for qualification/sales
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Create integrated brand awareness campaign
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Strategy:
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Integrated communications with embedded feedback/fulfillment loops to drive interactivity |
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Three-tiered advertising, direct response and fulfillment system |
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Audience:
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CEOs, CFOs, Chefs, Purchasing Specialists and Food Safety Technicians in leading national restaurant chains, such as Burger King, McDonalds, Friendly's, Ground Round, etc. |
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Results:
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| After just six months of advertising, third party market research shows: |
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Jac Pac awareness levels increased 7% (typically awareness levels are not expected to increase until after at least 12 months' exposure) |
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| After one year of advertising: |
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Lead generation tops 1,400 |
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Sales increase 10% + |
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New account acquisitions include key national chains |
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| After 22 months of advertising: |
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Company was acquired at a high multiple by one of the world’s leading beef processors |
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