Project Repositioning
Meat One, Who?
Meat One is a specialty store chain, retailing wide variety of meat cuts and related products. Their primary objective is to provide the customers with finest quality meat slaughtered and handled in a hygienic environment.
Fresh, premium quality prime beef, mutton and chicken along with Ready to Cook meat products and Ready to Eat range offering Salads and Humus.
The Challenge
For generations, families have relied on their local butcher, forging bonds of trust over perfectly marbled steaks and sizzling sausages. But now, a new player had entered the scene: Meat One. The challenge was to break through this chain of loyalty and convince shoppers to swap familiar faces for a modern approach to meat
Objective
Build Trust, Communicate hygiene, Be Transparent about sourcing and the processes, Build credibility.
To do that, we had to fix a few things from our end that will help us differentiate
Meat One's initial Artworks lacked
consistency and premiumness
Equity - Product Reel
Communicate Premiumness and build appetite appeal by showing fresh cuts, range of dishes and variety customers can explore with Meat One. Being a Shariah Compliant company, the agency had the restriction of using music.
Advocacy - Testimonial
In parallel, the advocacy leg was activated to build credibility. We used a renowned Expert chef (most followed and loved by women), an Expert Nutritionist and a Fitness Expert . All three of them excelled in their fields and endorsed Meat One as The Meat Experts.
