Problem:
Established in the industry for over 45 years, Well•Pict’s goal was to maintain and solidify its brand reputation and presence with retailers. Well•Pict has long held a strong number two position in the category and strives to stand out by focusing on flavor and promoting their proprietary varieties. From the beginning, Well•Pict was one of the earliest marketers to ‘brand’ their fruit and sustain a consistent reputation. Their goal is to remain the premium berry in the industry while keeping messaging fresh and relevant.
Strategy:
Label, logo, and basic packaging was developed for a classic premium look that can withstand the ages. As the research and development of proprietary varieties is a multi-million dollar investment that is an ongoing process, Well•Pict continually releases proprietary varieties over the years that reflect the ‘true’ berry taste as well as color, shape, size, and shelf life desired. To this, each year a new trade marketing campaign is developed. From this trade campaign, POS materials that coordinate with the overall message of the year is also developed. Once the trade direction is established, it is adapted for social media, PR, and consumer messaging channels to maintain consistency in imaging and messaging. While maintaining a heavy trade focus in their marketing, a small percentage of advertising dollars have been directed to digital communication and exposure with consumers.
RESULTS:
Over the past 35 years that Marketing Plus has been the marketing agency on record for Well•Pict Berries has maintained a position of a premium product in the marketplace with both retailers and consumers. The consistency in product and packaging is carried through to its tradeshow booths, sales material, trade ads, and consumer campaigns. The integration of social media has allowed Well•Pict to listen to the end consumer, interact with a limited consumer advertising budget, and share positive messaging with retailers like never before.
