In Response to the Pandemic, Leidy’s Needed Fresh Direction for its Brand
In response to the challenges posed by the pandemic and the evolving landscape of consumer decision-making, Leidy’s Premium Meats recognized the urgent need to rebrand. Founded as a family farm in Pennsylvania in 1893, the company has historically supplied fresh pork, ham, bacon, and more to retail, restaurant, and supply chain partners. As consumer habits shifted during the pandemic, and meals at home became a greater daily highlight and time for people to connect, Leidy’s understood it had to move away from a commoditized approach and embrace a specialization in artisan-quality meats to both create a branded point of difference and provide an elevated consumer experience. This strategic pivot positioned them to serve discerning premium meat purveyors nationwide under the Leidy’s family of brands and private label offerings.
Repositioned for Success
Amidst the pandemic’s impact, Leidy’s sought to communicate its transformative journey to its retail, foodservice and wholesale partners while remaining grounded in the respect and equity of its storied past. Market research revealed that their overall brand image appeared dated and lacked distinctiveness. To address this, Ignite2X crafted a thorough new brand positioning strategy encompassing various elements — brand logos, taglines, messaging strategies, color palettes, and visual styles — collectively conveying the brand’s core promise to all stakeholders.
Re-postioned for Success
Amidst the pandemic’s impact, Leidy’s sought to communicate its transformative journey to its retail, foodservice and wholesale partners while remaining grounded in the respect and equity of its storied past. Market research revealed that their overall brand image appeared dated and lacked distinctiveness. To address this, Ignite2X crafted a thorough new brand positioning strategy encompassing various elements — brand logos, taglines, messaging strategies, color palettes, and visual styles — collectively conveying the brand’s core promise to all stakeholders.
A New Tradition
Leidy’s brought its bold new brand positioning to life with the launch of Nature’s Tradition — a premium offering built around heritage Duroc pork that leveraged an exciting new image to mirror the quality of its products. A bold new packaging design, updated website, and impactful merchandising tools for educating consumers on selecting and preparing premium pork led the front on engaging shoppers, while redesigned trade materials supported the sell-in process. Other beloved brands within Leidy’s portfolio, including Alderfer Smokehouse and Signature Recipe, were revitalized to create a unified master brand identity reflecting Leidy’s fresh direction for the pandemic marketplace and beyond.
