Cannings Butchers

Free Range and Refreshed

The challenge

Cannings is a group of free range butchers across metropolitan Melbourne that has built a tremendous reputation over the last dozen years for their principled approach to their vocation and the great quality of their products. They approached us having recognised that there was increasing competition at the high end of their market. They wanted to stay fresh and relevant, customers’ first choice, but they weren’t sure of the best way to begin repositioning themselves.

Always keen to work with fellow BCorps and values aligned businesses, we were hungry to get started.

The solution

We began with a marketing audit that explored Cannings Butchers existing brand and marketing as well as their future vision and strategy. We also reviewed their significant local competitors and other benchmarks further afield.

The strategy that we developed built upon the audit and the recognition that Cannings needed to refresh their visual identity and brand messaging to better align with where they’re headed; to move away from colours and imagery that had become dated as their competitors had followed their lead.

We worked closely with the Cannings team to create a new brand that is modern, versatile and better aligned with their values. A significant and still ongoing endeavour then began to roll this new brand out across their website, store signage, vehicles, uniforms, packaging and all marketing channels.

A marketing campaign was developed to launch the new Cannings brand that engaged both staff and customers. Navigating several COVID related false starts, the new Cannings Free Range Butchers has been warmly embraced by all.

Since the initial engagement with Freerange Future, we immediately felt like we had met our 'design people'! From concept to execution they have been instrumental in the success of our rebrand. Not only do they deliver on the brief, but they are an absolute joy to work with, exceeding expectations and providing a great balance of hitting the objective and pushing the boundaries. The Freerange team are part of our Cannings family.

Caroline Gill, Chief Operating Officer

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