The Challenge
While Priestley’s had enjoyed years of strong growth, a burgeoning café market in Australia along with the 20-year-old brand entering a maturity phase had resulted in a sales plateau. Recognising the issue, the business wanted to take proactive steps to ensure continued growth, and to reinforce its position as the largest B2B supplier in the industry. Priestley’s wanted Ripe to answer a simple question—why were their customers buying from them?Ripe's Approach
After meeting with key stakeholders and staff to ascertain a better understanding of the brand’s 20-year history, Ripe undertook a thorough brand discovery to determine which heritage brand elements should remain and which should change.
Coming to a place of understanding and agreement on a forward-looking brand foundation was paramount, so Ripe facilitated a brand workshop, as well as a market and competitor review across the Frozen Cake and Dessert industry. Ripe used the findings to complete a competitive map, finalise a brand positioning framework, and establish a brand architecture to inform the creative brief and platform.
The Result
Ripe’s marketing strategies and execution resulted in the establishment of a clear B2B brand positioning and architecture, as well as the development and roll-out of an updated creative platform. Furthermore, Ripe’s approach led to the effective communication of Priestley’s brand positioning to customers, the development of a new brand identity (including a new tagline and brand guidelines) and a new creative direction that was integrated across all facets of the business and supporting strategies—resulting in increased B2B sales.
Let's chat
The Challenge
While Priestley’s had enjoyed years of strong growth, a burgeoning café market in Australia along with the 20-year-old brand entering a maturity phase had resulted in a sales plateau. Recognising the issue, the business wanted to take proactive steps to ensure continued growth, and to reinforce its position as the largest B2B supplier in the industry. Priestley’s wanted Ripe to answer a simple question—why were their customers buying from them?Ripe's Approach
After meeting with key stakeholders and staff to ascertain a better understanding of the brand’s 20-year history, Ripe undertook a thorough brand discovery to determine which heritage brand elements should remain and which should change.
Coming to a place of understanding and agreement on a forward-looking brand foundation was paramount, so Ripe facilitated a brand workshop, as well as a market and competitor review across the Frozen Cake and Dessert industry. Ripe used the findings to complete a competitive map, finalise a brand positioning framework, and establish a brand architecture to inform the creative brief and platform.
The Result
Ripe’s marketing strategies and execution resulted in the establishment of a clear B2B brand positioning and architecture, as well as the development and roll-out of an updated creative platform. Furthermore, Ripe’s approach led to the effective communication of Priestley’s brand positioning to customers, the development of a new brand identity (including a new tagline and brand guidelines) and a new creative direction that was integrated across all facets of the business and supporting strategies—resulting in increased B2B sales.
Let's chat
