FLAVORCAN DIDN’T WANT to take a “vanilla” approach to their entry strategy into the US packaged food production market. Even as one of the largest suppliers in Canada, they needed to enter the multi-billion dollar US market with that same confidence.
So Flavorcan needed to rethink their brand position and develop supporting marketing collateral to help differentiate it from the new larger competition in the US. The message had to put Flavorcan on par with local manufacturers while also reinforcing the brand as a premium supplier, due to their highly technical, specialized, and innovative processes and products.
While Flavorcan was already quite successful in Canada (and for good reason), and while their current client base knew why they chose Flavorcan, it had been some time since they looked at brand positioning and collateral – they simply didn’t have a brand position and message articulated in a way they could take to new markets.
To gain consideration, Flavorcan needed a message they could bring to new prospective partners that would genuinely connect with their true advantages. To do that they would need to overcome:
- The perception that leading capabilities in Canada were “small scale” in US terms.
- Unique industry regulations, including Food and Drug Administration (FDA) standards.
- Any sense of diminishing their presence or commitment to Canada customers (it couldn’t happen).
- The need to execute on all brand touchpoints quickly to meet entry goals and US tradeshow schedules.
Flavorcan has an incredible reputation and market advantage in Canada, but that didn’t translate to direct credibility in the significantly larger US market.
The key to penetrating the US market would be based on developing a brand position and message that focuses in both on capabilities and core beliefs – those operating principals that lead to their success.
Our research and insight lead to a new and unique positioning that focused on delivering a “fresh” product – an industry-leading advantage. You see, to keep production costs down, most competitors mass produce products of this kind and store on location, releasing and shipping quantities on client request. This means that the shelf life, the product quality, and the flavours are reduced over time. At Flavorcan, 100% of their products are produced on demand, so they always take a “fresh,” made-to-order approach with each request for maintaining the highest possible quality.
In addition, the company was investing heavily in research and development. It’s how they built their business and what they’ve chosen to focus on for future growth. And without saying a word, the yellow chair would put the Sun Life brand boldly in the centre of the spot as a supporting point.
Within this project we helped with brand strategy (positioning), photography, design standards and digital assets, brochure design and print, and developed a sales presentation.
The sales presentation.
THE PERFORMANCE INDICATORS
The Flavorcan brand refresh touched on all aspects of the business, the successful roll-out was measurable in a vast number of business KPIs:
- US leads generated
- Sales presentation close rates
- Collateral response rates
- Digital Asset implementation
- Website and downloads
- Tradeshow performance
BEING RESULTS FOCUSED MEANT…
…Developing a brand position, look, and feel that would build credibility in new markets.
By focusing on Flavorcan’s core value prop and making it the hero of the brand position, Flavorcan could execute their sales plan to expand their business with a realistic and achievable promise.
For us, the goal is a simple one: results that make a difference.
Following this execution, Flavorcan experienced an incredibly successful year and increased awareness in North America and abroad, gaining those crucial connections, data points and initial customers in new markets.
For us, the goal is a simple one: results that make a difference. We want to be of value to our clients. We want companies to lead with value and purpose, execute on extraordinary promises of that value, and constantly tackle the meaningful business challenges.