In the American South, competition is fierce among purveyors of pimiento cheese. But according to our client, her unique blend stood out. And she’s right. Developed in her home kitchen and served to friends and family for years, she had named her recipe Pretty Perfect Pimiento Cheese and watched it sell itself once people tasted it. Problem was, she needed word of mouth to sell even more. New flavors were also being introduced, and they didn’t contain pimiento, so she was concerned about brand confusion among her small but loyal fan base. It was the perfect time to inject some brand personality through social media, POP, and other tactics.
Our first advice? Stop calling it pimiento cheese. Her recipe—and her story—was bigger than that. So we changed her name to Pretty Perfect, updated her logo and overall design for consistency across all product lines, and supplied her with advertising and other marketing materials that gave her brand just as much flavor as her cheese. Simplicity of design and a confident tone of voice would also be key in highlighting the addictive nature of her recipe and helping her stand out on store shelves.
In addition to our team gaining nearly 10 pounds apiece from product research, our client gained double the amount of new followers and likes on social media. When existing customers saw the work, they responded in droves, sharing with others what they’d known all along—just how perfectly addictive Pretty Perfect is. It’s a story they knew, but had never been told in such memorable fashion. Now they had a way to tell it to their friends. The work also garnered the attention of the press, resulting in a larger presence on store shelves—and more cheese in our client’s bank account.