National Food Group
Branding
Packaging
Marketing Strategy
Project Description
National Food Group Challenge: National Food Group is a wholesale food distributor that specializes in hospitality, corrections and is a leading food provider to schools nationwide. After years in the b2b commodity food sales category, they hired Driven Creative Supply Co. to develop a brand that could sell on the retail grocery shelves across America. Insights: DCS Co. developed a consumer facing strategy that highlighted and focused on growth opportunities in the K-12 school arena. The strategic insight was to build a strong consumer type brand in the school systems, so when the product line launched at a retail level, kids would already be fans of the brand, and would drive purchase consideration with moms at the grocery store level. Solution: DCS Co. created the ZeeZee’s brand from the ground up. We crafted a brand story and packaging that was represented by a group of characters from Planet Zee who come to earth to spread the word about healthy eating in a fun way. Every aspect of the brand was strategically driven, from the concept, to the name, to 37 different cartoon characters and their stories, to the packaging and everything in between. Results: Since market launch just two years ago, NFG sales have grown from 50% annually in their K-12 food service business. They continue to gain new partners in the retail space for their products, and are considered to be one of the fastest growing companies in the category.Client
ZeeZeesTags
CPG
Packaging
ZeeZees
Grocery
Retail. Innovation
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