Sheffield & Sons Beef

Retail Product Launch

Bloom Grocery had low consumer awareness around its house brand of beef, which was beautifully marbled fresh USDA Choice Angus. To amplify this retailer's commitment to providing a higher quality of meat at a very competitive price, we created a new private label brand called Sheffield & Sons.

Challenges

  • Because it was sold under a generic house brand, shoppers were not making the connection that all of Bloom’s beef was USDA Choice and Angus.
  • Bloom needed a private label beef brand that evoked quality, trust, and good customer service.
  • Bloom butchers who worked in the meat department needed to embrace the brand and become in-store ambassadors.

insights

Through research we learned shoppers were willing to pay more for USDA beef, seeing it as a worthwhile investment in quality.

In the three years prior to the Sheffield & Sons launch, nationwide sales of store brands grew 18.2 percent, more than twice the rate of growth for national brands (7.9 percent).

Consumers’ expectation of store brands has evolved beyond plain no-frills packaging.

strategy

Build a scalable beef brand that looks and feels artisanal and high-quality while transforming the meat department at Bloom into a more engaging shopping experience.

solution

We created Sheffield & Sons, a premium private label brand of beef for Bloom. Evoking a small, friendly neighborhood butcher, Sheffield & Sons was introduced in the store through revised environmental and category signage, packaging, butcher training, and cross-departmental messaging. Out of store, awareness was created using direct mail, promotional sampling events, print, radio advertising and the nation’s first scented billboard.

In the 12 months following the Sheffield & Sons brand launch, Bloom saw a 14.6% increase in same-store sales of beef.

services

  • Marketplace and Competition Research
  • Brand Strategy & Development
  • Naming, Tone and Voice Development
  • Environmental Design
  • Packaging Design
  • Associate Engagement
  • In-store, in-home, and OOH activation