Meadow Cheese
Meadow Cheese is one of the UK’s leading dairy ingredients suppliers to many of our household food manufacturers and high street food service chains. Their highly skilled and experience food engineers at the state-of-the-art Meadow Cheese facilities work closely with food manufacturers to develop unique dairy products with key market advantages. An award winning company backed by one of Europe’s largest single dairy producers, Meadow Cheese with its extensive production plant centrally located in the UK guarantees distribution of orders of any volume to standard and on time.
After reviewing annual fluctuations in marketing activity and availability of key personnel at Meadow Cheese, Tang immediately recommended ceasing an existing monthly retainer and instead target priority customer communications at conveniently scheduled intervals. In parallel Tang also established a marketing plan that would give the Meadow Cheese in-house capabilities to permit available budgets to be redirected to additional activity in marketing channels to support long term new business acquisition.
The initial step to migrate the brand away from a home spun family business towards a highly proficient supplier capable of high volume distribution involved minimum change to the brand marque and applying considered design in every detail of customer communications. This elevated the brand whilst retaining existing and strengthening ongoing brand recognition.
The marque was developed to include a holding outer device and removed excessive colour use for a more professional image. This in turn eliminated unnecessary tonal variations, resulting in a simplified, uncluttered mono-tonal marquee that could be used in black and white or in colour against a traditional white background and for higher impact in white against a corporate blue background.
The more distinct brand marque allowed the design for the letterheads, business cards and invoice sheets to implement a more discreet layout with a more elegant use of white space to exude confidence as a business.
Redirecting budget away from a tired self proclaimed newsletter Tang developed higher quality printed sales literature that was flexible enough to accommodate progressive promotional activity.
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Tang simplified an overly complicated navigational structure and applied the clean elegant design principles extended across all customer communications. The website was developed on an easy to use content management system and training of key personnel ensured independent control of content and search term keywords. Developed with site license software the new website eliminated any ongoing cost to manage the website and made possible extended use such a collated library of photography available for use in future marketing.
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Display boards, promotional literature and branded signage for display counters were developed to support the shared stand of Meadow Cheese with its parent company the Irish Dairy Board.
To support the shared stand at the London Excel Expo Tang developed animated digital video to self run on a large screen that was prominently integrated into the stand design.
To support European sales the expo boards were translated into Spanish , printed, proofed and shipped out to Barcelona in time for an industry leading trade show.
Budget saved over the first year from internal website management was invested into a site license for email marketing software along with templates to send out email bursts with invaluable customer behaviour statistics. The email marketing was used to drive ongoing customer communications separately to two distinct customer segmentations as well as support advertising and events.
To gain cost efficiencies an existing pop-up display was adapted for use in promotional activity including recruitment as well as a modest stand at the Nantwich Show where Meadow Cheese regularly achieve award status.
