Finding the point of difference for this online meat retailer – always fresh, never frozen – was only a small part of this brand overhaul.
When Butcher’s Reserve approached us, the company was called BBQ Prime, and they were struggling with generating sales year round. Due to their connection with ‘BBQ’, their sales spiked in the summer, and wallowed in the doldrums the rest of the year. So we began with the name change (learn more in our Naming Case Study) which cascaded into the development of a high-end brand. Unlike competitors, Butcher’s Reserve believed that, to enjoy the deepest possible satisfaction from a beautiful piece of meat, you had to treat it with respect. Which meant cutting it to order, delivering it quickly and efficiently, and never, ever freezing it. This is why we dubbed Butcher’s Reserve: The Fresh Meat Experts.
February 2, 2016