Farm Foods rebrands for modern Australian families

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Meat supplier Farm Foods Butchers has rebranded its selection of sausages, burgers, meatballs and ready-to-cook meat products to appeal to the modern Australian family.

The family-owned and operated business based in Breakwater, Victoria worked with Sydney-based branding and packaging design company Tiny Hunter. Together, they created a brand which connects with their core target audience, the modern Australian family.

The rebrand sees the company name change from ‘Farm Foods’ to ‘Farm Foods Butchers’, reflecting its origins as a small, family-run butchers shop. It includes the introduction of a new brand mark, look and feel, messaging, tone of voice, and a suite of super-hero style characters including ‘Sammy the Sausage’.

Speaking of the new re-brand and packaging, Nick Kerr, Farm Foods Butchers’ CEO, said: “In the past the success of meat products has been down to innovation and efficiency in supply chain, but marketing and branding has become more and more important as consumers’ buying habits have changed. We noticed this trend across other categories and knew it was time for us to have that same focus.

“The new brand appeals to our target audience of busy, modern day Australian families. It reflects our affordable offering in a really engaging way, but reinforces our values of quality product and innovative recipes. Sammy the Sausage and the rest of the suite of characters add a real sense of fun and we’ll be using them elsewhere in our marketing too.”

The new brand packaging is now available in supermarkets including national branches of Coles and IGA and has been rolled out across other online and offline touchpoints.

Since the rebrand, the company now has selected lines available in Woolworths. Farm Foods Butchers’ partner for the project, Tiny Hunter, specialises in food and beverage branding and works with clients including Beerenberg Family Farm and Bertolli Olive Oil.

Emma Scott, creative director at Tiny Hunter, commented: “We worked closely with Farm Foods Butchers to truly understand the emotional and functional benefit. A lot of research and workshopping went into finding that tiny piece of gold that truly connects with their target audience.

“The subsequent brand and packaging design taps into that consumer insight of busy families who want wholesome, quick and easy meals which take away the need to make another decision after a long day at work. It’s about once again making meat the hero of the dinner plate.”