Please see attached "Blue Sky Family Farms Design Direction" for visual references.
Blue Sky Family Farms Logo
What’s the business situation?
Demand for Specialty Eggs is doubling to a 20% market share ($2 Billion), driven by a higher income, educated consumer demanding healthy/organic/humane/real foods. Blue Sky Family Farms wants to thoughtfully grow with category and capture market share.
What is the Business Objective?
Blue Sky Family Farms wants to be a differentiated leader in the “Specialty Egg” category through positioning as a “Profit with Passion” company in order to rapidly grow with the “Healthful/Conscious Food” movement.
Who else is fighting for mindshare - who are key competitors?
1. Large Specialty Egg producers (ie Eggland’s Best): they are large-scale (>20k hens/farm), mostly Cage Free, efficient and cheap. 2. Small Specialty Egg producers (ie Vital Farms): they are small scale (<5k hens/farm), mostly Free Rand and/or Pasture Raised, focused on Organic, Animal Welfare, “high touch” Family Farmers.
What is the Marketing Objective?
Establish Blue Sky Family Farms as the animal welfare category and industry leader in large scale/humane Specialty Egg production.
Who is the single target customer?
32 YO “Yoga Mom”, college educated, time-constrained urban/suburban working professional who wants to feel good about what her family eats. She hates how Factory Farms treat food animals and additives (hormones, antibiotics, GMOs, animal by-products). Egg category terminology is very confusing. Blue Sky Family Farms has little brand awareness (5%).
What key insight(s) do we have that help us emotionally connect with target?
"I want to feel good about the food my family eats (humane, healthy, fresh/local, flavorful)."
What is the ONE thing we want the target to think as a result of this communication?
Blue Sky Family Farms is the leader of the humane race.
What action do we want the target to take?
Blue Sky Family Farms is their preferred egg choice.
Proof Point #1
Currently 100% Free Range eggs
Introducing Pasture Raised Spring 2015
Proof Point #2
Supporting family farming in America
Proof Point #3
Local, family owned and WI farmers since 1917
Proof Point #4
(Vertically Integrated) Control quality at every step: farm to table
How will we measure success?
Growth in consumer brand awareness and purchase.