Meat supplier Farm Foods Butchers has undergone a playful rebrand with the help of design company Tiny Hunter.
The Victoria-based, family-owned business wanted its brand to connect with its core target audience, the modern Australian family.
The rebrand saw the company change its name from Farm Foods to Farm Foods Butchers, reflecting its origins as a small, family-run butcher's shop.
With Tiny Hunter's help, it also introduced a new brand mark and a suite of superhero-style characters including ‘Sammy the Sausage’.
CEO Nick Kerr said the success of meat products in the past has come down to innovation and efficiency in the supply chain, but marketing and branding has become more important.
"Consumers’ buying habits have changed," he said.
"We noticed this trend across other categories, and knew it was time for us to have that same focus."
The new brand reflects the company's affordable offering in an engaging way, while reinforcing the innovative recipes the product can help produce.
"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,” Kerr said.
Emma Scott, creative director at Tiny Hunter, worked closely with Farm Foods Butchers to understand the emotional and functional benefit of the product.
“The subsequent brand and packaging design taps into that consumer insight of busy families who want wholesome, quick and easy meals which take away the need to make another decision after a long day at work," she said.
"It’s also about once again making meat the hero of the dinner plate.”
The new brand packaging is now available in Coles, IGA, and Woolworths.
