Pro-Health
Branding that’s smarter, better and a top seller.
Challenge: Build a successful brand around a classic produce item—the russet potato—and the process that makes this grower’s potato innovative to both consumers and retailers.
The key goal was to take an existing brand that was established and shift the messaging to showcase the company’s new innovative growing practices and processing technology. The brand had to be relevant to both retail customers and the consumer. The key was to market a branded potato, with the goal of creating higher quality products and demanding a higher price. From the very beginning it was easy to identify clear value propositions for both retailer and consumer. The innovative cutting-edge growing techniques and cleaning process, as well as the first ever non greening bags, had the potential to be industry changing. What was needed was a clear way to communicate these innovations so it was easy to understand and obvious to the retail customer and the consumer.
Introduction of the new “smart brand” that provided strong reinforcement of Pro-Health being clearly the smart or in most cases, smarter choice. The product offered cleaner, consistent size potatoes and the superior quality of the potatoes all packaged in exclusive non-greening pillow pack bags. The tactile execution included a corporate brochure and sales material, new package design and retail marketing plan that included in-store POS and other promotional materials, an interactive website, branding at the corporate office and distribution center, and overall corporate business system.
The key goal was to take an existing brand that was established and shift the messaging to showcase the company’s new innovative growing practices and processing technology. The brand had to be relevant to both retail customers and the consumer. The key was to market a branded potato, with the goal of creating higher quality products and demanding a higher price. From the very beginning it was easy to identify clear value propositions for both retailer and consumer. The innovative cutting-edge growing techniques and cleaning process, as well as the first ever non greening bags, had the potential to be industry changing. What was needed was a clear way to communicate these innovations so it was easy to understand and obvious to the retail customer and the consumer.
Introduction of the new “smart brand” that provided strong reinforcement of Pro-Health being clearly the smart or in most cases, smarter choice. The product offered cleaner, consistent size potatoes and the superior quality of the potatoes all packaged in exclusive non-greening pillow pack bags. The tactile execution included a corporate brochure and sales material, new package design and retail marketing plan that included in-store POS and other promotional materials, an interactive website, branding at the corporate office and distribution center, and overall corporate business system.
Results: Branding that’s smarter, better and a top seller.
Pro-Health was positioned as an industry trail blazer, known for their “smart potatoes” and quickly established key accounts–both regional and national chains, and eventually took over in some accounts the entire potato category. In addition to being implemented into regional accounts such as H.E.B. and HyVee, SuperValu, Pro-Health was also chosen as a private label product for a wide variety of retailers. The success of CEI’s efforts with Pro-Health both to retailers and consumers soon evolved into the diversification into branding lettuce, onions and other potato varieties. Retail measurements included increased sales, reduced shrink, reduce labor rotation, increased customer satisfaction, expanded market share and retail customer satisfaction.
Pro-Health was positioned as an industry trail blazer, known for their “smart potatoes” and quickly established key accounts–both regional and national chains, and eventually took over in some accounts the entire potato category. In addition to being implemented into regional accounts such as H.E.B. and HyVee, SuperValu, Pro-Health was also chosen as a private label product for a wide variety of retailers. The success of CEI’s efforts with Pro-Health both to retailers and consumers soon evolved into the diversification into branding lettuce, onions and other potato varieties. Retail measurements included increased sales, reduced shrink, reduce labor rotation, increased customer satisfaction, expanded market share and retail customer satisfaction.
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