*sales on pre-cooked sausages
Freybe - As It Should Be
A gourmet brand with over 150 years of history, Freybe needed fresh brand positioning to support their planned distribution increase. Noise used first-party research to serve up a new consumer brand positioning; “As it should be.”
Working together since 2015
ServicesStrategy, Media, Creative
Since 1956, Freybe Gourmet Foods has been handcrafting meat products for Canadians. Freybe grew their business through mouth, word of mouth and retailer relationships.
With a massive distribution increase planned for 2012, they needed to begin speaking directly to consumers. It was time to refine their brand to reflect their commitment to taste and quality.
Noise got to know Freybe through factory visits, product tastings & interviews with staff and suppliers. Workshops with Freybe staff allowed us to deconstruct the brand, review the competitive landscape and audit their current market research.
We interviewed self-professed foodies to find out how consumers perceive and engage with food products. We identified trends in the virtual food world by analyzing food trend data as well as social media content. Then we turned to academic research to help us understand the cultural and physiological aspects of taste and premium food.
We took all of our learnings and boiled them down to one shared insight between the consumer and Freybe; “Great things happen when people pour their heart and soul into what they do”
The Noise creative team expressed that insight in a new brand position: “As it should be”. It was a connection to Freybe’s history and a commitment to the taste and quality consumers expected.
To bring “As it should be” to life, we sought local food craftsman who shared Freybe’s commitment to time-honored technique. We teamed up with award-winning chef David Hawksworth to create custom recipe content for Freybe at a vineyard in the Okanagan. Then we spread that content in social media, rich media and online video.