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THE CHALLENGE: Reintroduce the Sunny Fresh™ brand of value-added egg products, with a new aesthetic – carried through all communication materials – that gives the brand a more contemporary feel while also leveraging its rich, 22-year heritage. The re-launch was necessitated by Sunny Fresh’s transition from a stand-alone egg company to a high-profile brand within the newly formed Cargill Kitchen Solutions division.
THE INSIGHT: The company name change and re-branding initiative gave the Tartan team the opportunity to reevaluate Sunny Fresh’s overall go-to-market strategy. We collaborated with the client to reshape its selling process from a product-based sell to a conceptual sell, focusing on Sunny Fresh’s unique ability to deliver superior innovation, quality and service. We also helped reorganize Sunny Fresh products into a new hierarchy that better matches up with the needs of key customers, including foodservice operators and food manufacturers.
THE EXECUTION:
Sales Force – The sales team needed help evangelizing the benefits of the brand to customers; the toolbox of components included:
Internal Stakeholders – An employee communications campaign highlighting the expanded opportunities available with the new organization; elements included:
Sunny Fresh Customers – Current and potential customers also needed to be educated on the new Sunny Fresh brand positioning, communicated via:
Sales Force – The sales team needed help evangelizing the benefits of the brand to customers; the toolbox of components included:
| • | Training Sessions |
| • | Corporate Brochure |
| • | Segment Overview Sheets |
| • | Product Brochures |
| • | Direct Mail Postcards |
| • | On-Site Posters, Banners & Table Tent |
| • | Launch Meetings |
| • | Redesigned Logo |
| • | Print Ads |
| • | Direct Mail Postcards |
| • | Product Brochures |