Page 52 - Rebranding A Brand

4.1
A Road Less Traveled
A good marketing campaign strategy devel- ops several directions to take before focusing on a final solution. The Food Donation Con- nection project was no exception. For this strategy it was decided to take the road less traveled and show the client how consumer awareness with the B2B brand, in addition to adding the B2C sub brand will work together for a cohesive and successful result.
Brand Icon
A key element to this strategy is the creation and introduction of the chef character as a brand persona. Funny, but smart,‘Chef Z’ and his entourage provide the personality that can be understood and accepted by the busi- ness and consumer target audiences. These characters will create the stories that allow for a serious subject (hunger & hope) to be presented without guilt or remorse.
Consumer Awareness
The FDC product has worked well for the service it provides to its member food com- panies. But what if the CONSUMER knew their favorite restaurant or bakery shop
was a regular donor to the local food bank? Imagine the sense of pride a consumer would experience knowing they shop where the owner or manager really cares. The con- sumer will think,“If he cares enough to help with feeding the hungry, he must care about me too with the service I get.” That kind of loyalty is priceless!
Presenting the FDC look and feel to the con- sumer will provide a public awareness that generates new sales for the current FDC family member restaurants and other food service retail companies. FDC will find an increase in potential clients because of the public demand for shopping and dining at establishments that care to share.
Merging the Two
With consumer awareness comes consumer desire to participate and that is the reason for the sub brand of Behind the Menu. Now the consumer can become a part of the FDC family vision, which strengthens loyalty beyond any tasty food item on a menu.
The B2B message will continue speaking to
the business owners of food service companies. This re-branding creates a longing to belong and food service companies who have chosen to donate using their own resources will want to join this FDC family group also.
Both the business owner and the consumer are ready and willing to be a part of the change that will make a difference. This rebranding of FDC will give them the chance to do so.
That kind of loyalty is priceless!
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