Clem & Franks

The Client

Clem & Franks is a start-up producer of small-batch boutique Hot Sauces with an unusual range of flavours.

The Opportunity

Great tasting sauces that appeal to the food connoisseur and those with exclusive, high-end-tastes.

The Brief

Develop a marketing plan, go to market strategy and packaging that will appeal to owners of high-end providores, eateries and resonate with the ‘foodie’ consumer.

The Objective

Raise the profile of the brand and product with the target market and encourage boutique food outlets to stock the products.

The Strategy

Research was conducted to map the market taking into consideration containing questions that focussed age, income, location, attitudes, and behaviour. Based on this information, the market was segmented, and key target audiences were identified for both B2B and B2C markets. A brand position was then developed for both markets.

Thereafter, a marketing strategy was developed, pricing research conducted, and a go-to-market plan created.

All existing brand assets were updated with a new logo, look and feel, ready for roll-out.

The Response

Within six months Clem & Franks was the table sauce for a number of boutique burger bars and is now stocked in a chain of gourmet butcher’s shops. Purchases through the website also increased as did enquiries for the brand at gourmet food events.

Deliverables

  • Marketing Plan
  • Brand
  • Logo Design
  • Packaging Design