Changing Tradition
Leidy’s premium meats is an independent company that began as a family farm in Pennsylvania in1893, providing fresh pork, ham, bacon, and more to retail, restaurant, and supply chain partners. As consumer habits changed over the past decade, Leidy’s needed to change too, by pivoting away from a commoditized approach and specializing in artisan quality meats. Today they service discerning premium meat purveyors from coast to coast, under the Leidy’s family of brands and private label offerings.
Repositioned for Success
Leidy’s needed its partners to understand that the Leidy’s brand was transforming – focused on the future, but respectful of the past. Research indicated that their overall brand image was a little dated and undifferentiated. Ignite2X developed a comprehensive new brand positioning, as expressed across a range of signifiers: brand logos, tagline, message strategy, color palette, visual style, and more, which together communicate the brand’s core promise to all audiences.
Re-postioned for Success
Leidy’s needed its partners to understand that the Leidy’s brand was transforming – focused on the future, but respectful of the past. Research indicated that their overall brand image was a little dated and undifferentiated. Ignite2X developed a comprehensive new brand positioning, as expressed across a range of signifiers: brand logos, tagline, message strategy, color palette, visual style, and more, which together communicate the brand’s core promise to all audiences.
A New Tradition
Leidy’s was proud to introduce the new Nature’s Tradition brand, made with heritage breed Duroc pork. But it needed an image as exciting as the product. A bold new package design, website and merchandising materials help consumers understand how to shop for and prepare premium pork, and a range of trade materials assisted with sell-in. Other brands known and loved by consumers, including Alderfer Smokehouse and Signature Recipe, were also redesigned to present a unified, master brand identity.
