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STRATEGY
What they needed.
The Maschhoffs, one of the nation’s fastest growing pork producers, approached Marketicity in 2003. Expansion in their network of family pork farms meant growing exposure to the public – many of whom were not familiar with the positive advances in animal agriculture. The Maschhoffs (family farmers in their own right) needed an identity and consistent set of messages to reinforce the positive impacts and core beliefs of their farm, their company and the animal agriculture industry.
What we did.
Branding: Concentrated, simple and consistent messages are crucial to effective awareness. Marketicity created the tagline, “Progressive Farming. Family Style.”, to reinforce the fact that their company is family-owned and they are not what the mass media often refers to as a “corporate farm.” Their logo further reinforces The Maschhoffs’ belief in families and the connection between farmers and their animals.
Messaging: We crafted four key messages for The Maschhoffs for use in all educational and outreach materials:
- We are family farmers.
- We are environmentally responsible.
- We make positive impacts in rural communities.
- We are progressive.
In 2003, Marketicity incorporated these key messages in an identity video, company brochure and a wide variety of collateral pieces. Both the video and brochure were award winners, as recognized by the National Agri-Marketing Association. The video and brochure were further refined in 2009 to show growth in The Maschhoffs’ scale and update their beliefs in progressive agriculture, environmental stewardship, community involvement and family farming.
RESULTS
Strong messaging and awareness efforts stand the test of time, and the platform of messaging and beliefs Marketicity created for The Maschhoffs still defines how they approach new and existing markets. Production through their network of family farms has tripled in this time and, today, The Maschhoffs’ logo and awareness efforts are on display as they’ve become fourth-largest pork producer in the United States.
