Trewithen Dairy is Cornwall’s third largest dairy processor. The Clarke family had built an impressive portfolio of customers over 18 years based on the supply of supermarket own-brand and hospitality ingredients, with a small and extremely localised but loyal consumer following for their products. After continual knock-backs from supermarkets and retailers and with growing competition from other local dairies, Trewithen turned to Absolute for help developing its brand.
Absolute reviewed the company, the products, the brand, the customers and the buyer’s attitudes from top-to-bottom as well as highly recommending a customer research strategy.
The creative team then brought the brand’s product range together with cohesive illustration, styling and tone of voice. New artwork and fresh vibrant colours created a fitting personality, shelf standout and the opportunity to tell lots of stories.
The heritage and traditional Cornish location of the dairy and its farms is now evident in each and every Trewithen product, as is the quality and value of the experience. The effort and commitment that goes into caring for Trewithen’s happy, healthy Cornish cows is also demonstrated and indeed forms the company’s strapline.
However this brand re-launch is much more than just new packaging’ To draw into the depth and knowledge of Trewithen, and its dedicated farmers, a full PR, marketing and social media campaign was developed. The campaigns aim is continually innovate, tell the intriguing Trewithen stories to a varied set of audiences, with on-packet communications, new exciting social media mediums and key trade and consumer media stories.
The commercial impact has been instant and staggering; allowing this relatively small Cornish dairy to punch well above its weight. Within less than a year, Trewithen had added over £400,000 to its sales and is now listed in all four of its major supermarket targets as well as gaining hundreds of new hospitality and retail customers in Cornwall and the surrounding South West counties.
The dairy’s investment in their new brand redesign has already returned a massive £4m increase in turnover within less than a year and the new compelling brand is winning fans and followers all over the country whilst the dairy undergoes rapid growth and development as a direct result.
European Design Awards Bronze 2013
The Grocer Best New Dairy Product for Clotted Cream 2013
DBA Design Effectiveness Award Silver 2014
The Grocer Best New Dairy Product for Spreadable Butter 2014