Brand repositioning to catapult Foodbuy further up the food chain.
Leading procurement company, Foodbuy, was looking to grow. The brand had launched in the UK, but knew it could be doing more. More with its story, its message, and how it shared its benefits to current and potential clients to help them grow too.With a cracking track record with Foodbuy’s parent company, Compass Group UK&I, we were excited to reposition the brand. Aiming to boost it even further up the food chain.
To get under the brand’s skin, we quizzed clients across multiple channels. Asking how Foodbuy stood out and brought value to them. This fed nicely into strategy workshops – where we crafted a new story, and reasons to believe for each channel.As for branding? Curious as ever, we had to show Foodbuy what was possible if the reins were let loose. So, we cooked up two visual approaches – evolution (developing the current brand style), and revolution (really shaking things up with new, bold designs!). Intriguing, right?We explored existing marks of big brands and dug deep into competitor research.
As a business deeply connected to global supply chains, the inspiration was simple.It was all about the journey. The journey every Foodbuy customer goes through, and the journey of food from farm to plate – brought to life by the original line marks in the US branding – which we magnified.We left no stone unturned in showing what evolution and revolution could look like. Think logos, icons, templates for emails and presentations, digital banners, brochures, and brand guidelines.Our work offered a refreshing, repositioned take on Foodbuy’s future. The result? A brave blend of evolution and revolution, and a clear commercial return for its new business and retention efforts.
Strategy //Creative //Research //Digital
Logo and branding //Graphic design //Brand development //Creative copywriting //Marketing strategy and consultancy //Conceptual development //Website audit //Bespoke research
Cracked helped us to reset our entire brand and proposition after several years of struggling to grow the business… I couldn’t recommend them highly enough – their work has played a key role in our growth, and they are the best we have worked with.
Karl Atkins, Managing Director, Foodbuy
Content // Creative // Strategy
You bring the challenge. We’ll bring the experience and creative horsepower to crack it.
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Cracked Foodservice Marketing Ltd, Suite 6&7, 45 – 47 Monument Hill, Weybridge, Surrey KT13 8RN UK