Fleisher's Grass-Fed and Organic Meats Design & Branding LUST FOR BETTER MEAT by ROSETTA

LUST FOR BETTER MEAT

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Industry Pre-Cooked Meals & Frozen Food
Media Design & Branding
Market United States
Agency ROSETTA
Associate Creative Director Chuck Wells
Executive Creative Director Toni Hess
Creative Director Jeremy Kinder
Art Director Justine Fasciano
Copywriter Alexis Mercado
Released September 2011

Credits & Description

Category: Posters
Advertiser: FLEISHER'S GRASS-FED AND ORGANIC MEATS
Product/Service: ORGANIC BUTCHER
Agency: ROSETTA
Chief Creative Officer: Gary Scheiner (Rosetta)
Executive Creative Director: Toni Hess (Rosetta)
Creative Director: Jeremy Kinder (Rosetta)
Associate Creative Director: Chuck Wells (Rosetta)
Art Director: Justine Fasciano (Rosetta)
Copywriter: Alexis Mercado (Rosetta)
Production Director: Mike Diamond (Rosetta)
Media placement: Poster - Wild Posting - September To November 2011

Describe the brief from the client
With a very low advertising budget, Fleisher’s was dependent on free publicity and word-of-mouth to launch its second location. What’s more, they were an unknown brand launching in Brooklyn—a trendy, loyalty-driven market with lots of up-scale, organic stores catering to Fleisher’s sophisticated target audience.

We needed our message to break through the clutter quickly, to help them differentiate themselves quickly. We had to do something different. Something different that conveyed their differentiating philosophy of transparency and education—revealing the entire process from farm to table, using every part of the animal, and celebrating butchery as a(n almost) lost art.

Describe the challenges and key objectives
Budget: As a small, independently owned butcher shop expanding to a second location, Fleisher’s budget was very low.
Competition: The neighborhood to which it was expanding had several long-standing butchers with loyal followings, as well as several gourmet food markets which supplied similar high-quality meats (from an uneducated consumer’s point of view).
Supply: Because of its 'sustainably raised' philosophy, Fleisher’s is unable to handle rapid growth.
Goals: We were tasked with raising brand awareness of Fleisher’s, driving foot traffic to the store, and converting new customers into long-term customers.

Describe how you arrived at the final design
Our key insight was Fleisher’s confidence in its service and philosophy and the quality of its meat: it is proud to reveal everything about its butcher shop to customers. Slaughtered lambs are cut into chops and roasts in view of the checkout line. Chickens are rotisseried in the front window. Nothing is censored.

Our burlesque-themed designs do more than just grab attention and provoke a smile. They connect to the Fleisher’s philosophy of 'revealing all', telling its audience that this butcher has nothing to hide. Once you sample Fleisher’s 'Lust for Better Meat', you’ll never go back to supermarket grind.

Give some indication of how successful the outcome was in the market
Our campaign generated as many customers in its Brooklyn store’s first weekend as its original store receives in a month—and nearly tripled Fleisher’s launch sales predictions.

The design work specifically was featured in the New York Times’ Media Decoder blog; covered by a cadre of professional Brooklyn bloggers; ranked by Creativity magazine as no.8 in its Top 20 'Most Viewed Work' online; and included in Luerzer’s Archive magazine, the pre-eminent international print advertising publication.