Aussie chicken retailer Lenard’s has unveiled a new look logo, brand new tv campaign and a refreshed brand focus as it celebrates its 25th anniversary.
Lenard’s’ new brand direction:“Let’s Make Something Special”, will encompass a new logo and strap line designed to reflect the relationship between the home cook and Lenard’s. It will be launched through a television campaign, complemented by digital activity and through a new store design, new uniforms and a new online presence.
It all started with casual conversations across the counters of Lenard’s stores between staff and their customers and led to a six month research project conducted by insight consultancy All About Eve.
The research
According to Linda McGregor, business principal of All About Eve, today’s cooks now have a range of conflicting demands on their dinner skills.
“Women, who are still the main cooks, are telling us it’s no longer just about the core of tasty food. It now also has to be fresh, natural ingredients where possible, healthy, value-for-money, provide exciting flavours and be quick and easy – the list goes on,” McGregor explained.
Lenard’s national marketing manager, Zoe Jacovou, said “The redevelopment work was fondly called, “Mission Possible” by the team of strategic, creative and media experts that we pulled together to help us embrace the changing meal environment that our customers, old and new, were having to deal with.
“The aim was to showcase our role as the consumer’s partner in getting quality, tasty meals to the table. The research showed us that cooks didn’t want full solutions handed to them and the associated guilt trip. Rather, they wanted to feel they were still in charge of dinner decisions and provisions, but with a handy partner in the wings sharing the workload to make better weekday meals possible.
“Supplying ideas and recipes isn’t enough,” added Jacovou. “We needed to lead the way as retailers and offer more than that and provide it in a way that makes weekday meals fun and exciting again.
“With this new brand direction, we have completely reconstructed our consumer and brand strategy,” Jacovou said. “We have made the customer experience our biggest priority and positioned Lenard’s as a trusted partner in the kitchen, offering more, better and easier chicken solutions than our competitors.”
Promoting the brand
To get the message out to consumers, television commercials [see below] will appear across selected free to air networks in metro and regional areas, as well as national pay TV spots.
Digitally, the campaign will encompass a cross-category approach targeting display and video advertising on a range of websites, including the Ninemsn Network, Taste.com.au, Best Recipes and Kidspot.com.au. This will be complemented by Facebook advertising to drive awareness of social media-driven promotions.
The reinvigorated brand direction is accompanied by the launch of three new ranges: Char-Grill Split Chickens, Fresh Marinades, Barbie Bags featuring Smokey Spanish Paella, Snags & Onion Gravy and Creamy Mushroom Risotto.
Check out the new 30 second tv commercial:
- There are nearly 200 Lenard’s stores, employing approximately 2,500 staff throughout Australia.
- In 2008, Blue Sky Private Equity bought a minority stake in Lenard’s Group Holdings Pty Ltd to help fuel its expansion plans.
- Lenard’s also recently formalised an alliance with grocery and liquor wholesaler Metcash Limited to expand Lenard’s concept through the IGA Fresh network.
- The company has taken a major equity interest in The Butcher, a respected Singaporean retail, wholesale and online meat provider that sees the Lenard’s brand sold in Singapore through Asia’s supermarket operator, Cold Storage.