Butterball, a leader in poultry products, was ready to differentiate its brand in a saturated marketplace. How? By not only providing customers with the freshest products, but also proving it.
Domus worked with Butterball, then a Conagra brand, to create FreshTrace, an on-package visual identity and fully integrated marketing campaign, resulting in the first product in its category to feature an on-package guarantee of freshness. FreshTrace positioned Butterball as the freshest and safest poultry brand—a compelling response to consumers’ growing concern over poultry safety.
In just a few months, Domus created new packaging concepts, television and radio promotions, local events and cooking demonstrations. The FreshTrace campaign increased awareness of Butterball Chicken by 10% and tripled annual sales—from 40 million to 120 million pounds.
“Domus created an innovative campaign that helped us increase consumer trust and tripled our sales, securing an exponential return on investment (ROI) on the campaign,” said Steve Berman at Butterball.
Everyone wants to catapult their brand to new heights, but few succeed. Choose a partner with a proven track record—get in touch with us.