With new ownership and the opportunity to grow the company further, Miesfeld’s needed a strategic plan to continue its strong reputation as a leader in quality-guaranteed meats. Following our Brand Asset Valuator analysis, we identified the need to monitor Miesfeld’s differentiation and relevance with their core consumer segment. It was now our job to keep the brand from entering the declining phase.
At FifthColor, our brand strategies are deeply immersive, and Miesfeld's was no exception. We began by surveying over 650 customers and conducting 15 hours of interviews with each employee, manager, and owner of Miesfeld's. We then dove into industry research and generated in-depth marketing, social, packaging, competitor, color, and website audits to understand Miesfeld's current brand.
Our expert brand strategists then determined Miesfeld's point of differentiation, brand promise, brand personality, brand pillars, and brand architecture to grow the company further. Our team standardized the brand with a clean and fresh new image while staying true to its roots. We helped Miesfeld's eliminate the guesswork out of their marketing.P a c k a g i n g
15 Hours of Interviews
650 Customers Surveyed
244 Hours on Brand Strategy
Product Photography & Mini Documentary
270 Hours on Design
Following the completion and implementation of Miesfeld's brand strategy, FifthColor was promoted from Miesfeld's branding agency to its full-service print, marketing, website, creative, and branding agency. We added content and communication strategies that outlined internal and external media channels to make this strategy actionable and impactful. Our designers concepted several updated logo options along with collateral and packaging that better incorporate the brand's new identity. Today, we continue to help Miesfeld's grow through every service line we offer.
As a full-service marketing partner, we began by focusing on Miesfeld's foundational items, preparing to drive people to the new addition to its retail store. Our team of creative experts redesigned all packaging, labels, case dividers, and in-store displays.
Miesfeld's consulted our experts on the layout and design of its new store. Our print division is currently creating custom interior and exterior signage on metal, reclaimed wood, and window displays to transition and implement Miesfeld's new brand. With the market expansion, Miesfeld's is expected to be one of the largest meat counters in the Midwest!
The brand strategy worked as a strategic roadmap for Miesfeld's targeted marketing plan through social media advertising, Google PPC, and display campaigns. To better take advantage of Miesfeld's position in the market, our team developed a marketing plan for all of their collaborations and partnerships to ensure success. Additionally, our team produced email newsletters featuring recipes, tips, and special offers.
To honor where it all started, Miesfeld's wanted a mini-documentary that encapsulated its rich generational history. Our team worked with Miesfeld's to storyboard and concept the 15-minute feature before diving into filming. Our dedicated strategists managed and directed three separate cameras for four days of on-site filming, from sit-down interviews with owners to guerilla-style b-roll to feature organic and on-the-spot content.
Our work with Miesfeld's continues today as we work to ensure the company's success at all touchpoints.