Since it opened its doors in 2004, Bloom Grocery has only offered shoppers the highest retail quality of beef in the country: USDA Choice Angus. This was part of the brand’s core strategy to be “a different kind of grocery store,” but unfortunately, because Bloom sold these flavorful, beautifully marbled cuts at everyday beef prices, shoppers didn’t appreciate what a good deal they were getting on truly great beef.
When we conducted qualitative research with Bloom shoppers, they actually expressed a willingness to pay more for USDA Choice Angus beef – regarding this expense as both a worthwhile upgrade in quality and a way to do something special for their families. However, because Bloom’s beef was packaged and sold as a store brand, we discovered that shoppers were not making the connection between the quality and value of Bloom’s beef and the lesser offerings (or more expensive prices) in a competitor’s meat department.
Our agency recommended that Bloom develop a memorable private label brand for its beef: one capable of connecting the quality of the product with its great value in the mind of Bloom’s shoppers. To accomplish this, we created Sheffield & Sons: a sophisticated but friendly brand that evoked the high quality and personal service of a small friendly neighborhood butcher shop. The brand launch was supported by a complete environmental makeover of the meat department and an aggressive out-of-store advertising and sampling campaign.
While this private brand is still relatively young, Bloom has recorded increased traffic and sales in the meat category. One of the more remarkable outcomes of our work was national overnight recognition for the Sheffield & Sons brand – thanks to the world’s first scented billboard we created to tempt hungry noses with a whiff of steak on a grill. This innovative marketing tactic quickly became a top of mind viral news story, and has been featured on the Today Show, CNN, Who Wants To Be A Millionaire, and even in Japan’s Nikkei Marketing Journal.