Looking to the past, Schneiders prepares for the future
Maple Leaf Foods has introduced a comprehensive makeover of its Schneiders brand that includes a new slogan, a revamped logo, and new packaging that celebrates the brand’s 125-year history with a modern aesthetic.
“We know that quality is a huge component of our brand and part of our heritage,” said Jerry Sen, director of consumer marketing for Maple Leaf Foods in Mississauga, Ont. of the new slogan: “A tradition of quality.”
“It hits on both of the key pillars for our brand,” he added. “In talking with our consumers, the word quality came up many times, so we know they see it as a quality product and are willing to pay more for it. They also talked about tradition and how it’s been in their household for a long time.”
The goal is to ensure the brand continues to resonate with younger consumers.
“We’ve seen steady results and know it’s a powerful brand,
He said that cross-country consumer surveys found that Canadians hold the Schneiders brand in high regard and associate its products with quality and tradition.
“I was really pleased as to how powerful this brand is,” said Sen. “People have grown up with it and it’s still in their household, but we felt it was the right time to invest against the brand.”
Among the first priorities is new packaging for the key “hero” brands that make up most of Schneiders’ sales, including its bacon and sausage products, as well as Country Naturals, Red Hots, Grill’ems and Juicy Jumbos.
Developed by John St. and brand design agency Pigeon Brands, the new packaging will hit shelves in May. It evokes the company’s origins with what Sen called a “butcher paper-esque” background, and a more muted colour palette designed to make it stand out in a sea of brightly coloured packages.
“We put our new packaging on shelves and looked at it in comparison to what’s there, and we really felt our new approach was jumping out,” said Sen. “It looks different and it feels different.”
The company plans to roll out the new packaging across its entire product portfolio over the next two years, with the next phase slated to include the Pepperettes and Mini-Sizzlers brands, as well as its bologna and other sausage products. There are currently an estimated 500 SKUs in Schneiders’ product line, said Sen.
A 60-second umbrella spot created by John St. called “Long Live Tradition” reinforces the brand’s heritage and commitment to tradition. Against a musical background, the spot features people engaged in various family traditions, from polar bear dips to creating a backyard hockey rink, while singing the phrase “It’s tradition.” The spot ends with a super reading “Thanks for making us a part of yours,” and the company’s new logo.
Schneiders will also run 30-second cut-down versions for summer and winter; another spot, tentatively called “Fist Bump” and celebrating traditions like handshakes, will debut in the fall.
The company has also extended its sponsorship agreement making it the official hot of the Toronto Blue Jays, and also announced a new one-year deal with the team’s outfielder, Kevin Pillar as it gears up for the key summer sales period.
That agreement has already produced a 60-second spot called “Kevin Pillar’s surprise visit” that chronicles the Blue Jays outfielder’s meeting with an Ontario family. The spot, created by Cundari as part of its work around Schneiders’ first-quarter promotion “The Great Indoors,” has garnered more than 1.1 million views on YouTube since debuting Feb. 19.
Schneiders has also pledged a significant investment in culinary content across digital channels including Facebook, Instagram, Twitter, YouTube, Appehtite.ca and e-mail marketing.
A current promotion on Appehtite.ca called “Embrace the great indoors” is offering people purchasing any three Schneiders, Maple Leaf or Prime products a free Maple Leaf Ready Crisp Bacon or Prime Stuffed Chicken item.
Last year, Maple Leaf Foods’ Meat Products Group – a unit that includes the Schneiders and Maple Leaf brands – saw sales increase 4.5% to $3.3 billion, while earnings swung to a $108 million profit from a $80 million loss the year before.
In Maple Leaf Foods’ 2015 annual report, president and CEO Michael McCain called Schneiders an “iconic Canadian brand,” and said that the repositioning would offer a clear consumer proposition reinforcing “quality, tradition and old world craftsmanship.”