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Brand Development & Content
Client
Specialty Foods Group
Industry
Retail Food
Category
Brand Development
Challenge
Kentucky Legend was a product so good, it enjoyed tremendous success on sales alone. But executives understood it was time to develop and leverage a real brand in order to grow into new markets and across new categories.
Process
Conduct focus groups and one-to-one interviews with existing fans to learn who Kentucky Legend is in the market and, then, craft an image born from that.
Solution
Finding that lovers of the brand connected the premium quality of the product to their impression of Southern living and their romantic perception of Kentucky landscapes, all the ingredients for a comprehensive marketing campaign wrote themselves.
Location
Owensboro, Kentucky
Date
2019
Role
Brand Strategist & Copywriter
