How redefined value proposition and brand segmentation work helped a national distributor earn the most profitable fiscal in 5 years.
Tree of Life
Background
Tree of Life, a global leader in the food & beverage distribution industry, was at a critical point in its evolution.
Services
- Research, Insights, Persona Development
- Brand Strategy & Value Proposition Development
- Brand Identity
- Creative Strategy
Challenge
Tree of Life looked to refresh its brand strategy to better differentiate itself in a crowded market. But with a complicated value chain and buying committee, that would be no easy feat.
Human Insight
Grocers need to know the products they provide are up to the high standards and tastes of their customers, as well as up to the challenge of growing sales. Brands, on the other hand, need the confidence that their products will be properly represented, supported and brought to market successfully.
Talk about tasteful
In order to stand out in a meaningful way, it was clear that Tree of Life needed to drive with purpose. While other providers focus on offering everything but the kitchen sink, Tree of Life is purposeful, selective and strategic with the choices it brings to its customers. This is what inspired Tree of Life to position its team as the curators of unique brands, who bring elevated food and beverage experiences to Canadians.
Award-winning results
Inspired by the curator approach to product selection, Tree of Life was reintroduced to the market through its bold new creative strategy “a tasteful collection.” This refreshed approach has helped the brand elevate the value of the products it offers to its grocer and retail customers. And all of this just happened to coincide with Tree of Life’s most profitable fiscal in five years.