BRING MUSHROOMS OUT OF THE DARK

Problem:
Declining sales and brand health scores with a growing reliance on discounting to get results.

Strategy:
Restore Beaurepaires to #1 and “first call”. Update image/identity, colours, culture, personality.

Solution:
Contemporize the brand image, reduce discounting by enhancing  the customer experience and make innovation a cultural priority.

Results:
Implementation of new identity and marketing strategy commenced in April 2007 with positive responses to culture change programs. New advertising and promotional campaigns are currently exceeding sales expectations.