11 Dec 20 Iconic Eskort processed meat brand gets a makeover
Shaking off the torrid times of the listeriosis crisis, this iconic 103-year-old South African meat brand has embarked on a contemporary image and marketing reboot.
Says the press release:
‘Eskort, the 103-year-old South African brand with an enviable reputation for quality, has partnered with Metropolitan Republic to refresh its corporate identity and launch a new creative platform with an exciting campaign that walks and talks like a truly iconic South African brand.
“This moment in the brand’s life cycle is a reflection of its intention to solidify its rightful position in the hearts and minds of South African consumers.
“To this end, the refreshed corporate identity builds onto an already iconic logo by presenting a newly developed typeface and iconography that speaks to the textures of our country.
“The new creative platform ‘It’s Eskort’ becomes how the current payoff line ‘Life’s Delicious’ comes to life in a way the consumer can touch and feel, helping Eskort cement its household name status among certain consumer segments and grow awareness for its best taste and safety reputation.
‘Taking this new corporate identity and positioning to market is a 360° campaign that’s dominated by television and digital because they both offer high reach nationally, build reach fast versus other media platforms, and offer the ability to use and leverage similar content.
“The personality of the television campaign, which sees two executions launching in November and one in January, is inclusive, optimistic, innovative and resourceful. Their tone is local, loud, proud and humorous.”
The rationale behind the brand refresh lies in the agency and brand’s collective assertion that the pork industry is primed for a strong player to step in, or rather step up, to reinvent the market category.
Eskort’s Group Marketing Manager, Marcelle Pienaar (left), explains: “The pork category is facing several challenges right now. South Africans don’t buy and consume enough pork products. They are simply unaware of the myriad consumption opportunities. In a nutshell, the majority think pork is just bacon, sausages and sandwich ham, whereas – in reality – it’s so much more.
“Our challenge to MetropolitanRepublic was four-fold: educate our consumer groups; differentiate the Eskort brand; build brand recognition and quality, taste and safety attributes; and build relevance and emotional connection with the youth. Doing this, we know, will revitalise the entire category,” she adds.
The agency’s response to Eskort’s request was to disrupt the convention that pork should be positioned on quality and safety alone but instead leverage the positive associations and sensory triggers of the eating experience and occasion.
Comments futurist and trends guru, Jonathan Cherry: “Food brands that have endured a crisis are tasked primarily to rebuild trust with consumers. It’s a tricky thing to achieve because rumours can easily circulate and get the better of you.
“If history is anything to go by (considering similar cases like Tylenol and that time Coca Cola made a terrible strategic blunder), strong brands do eventually bounce back, but only if they dedicate themselves to full transparency and accountability.”
Here are two new Eskort ads – two very different takes, but great creative work!
Source: Eskort, Cherryflava.com