Case Study
Midwest Veal
What was going on
Situation
Consumers and food service providers are becoming increasingly sensitive to the manner in which their food is produced – animal agriculture and especially veal has been closely scrutinized and often criticized for utilizing housing methods which consumers perceive to fall short of properly addressing the welfare of the animals.
Midwest Veal has taken a leadership role in researching and implementing housing and production methods which all consumers can feel very comfortable with.
Midwest Veal did not have any web presence and relied primarily on personal interaction with the single meat processor who purchases from them.
What we did
Solutions
We created a simple and straightforward brand for Midwest Veal. A sensible honest voice that will appeal to the consumer’s desire to find veal raised in a quality environment.
We also implemented a refreshed identity, an engaging informative web site and a targeted search engine video marketing campaign so that Midwest Veal would become known to more people surrounding both the veal industry, as well as to consumers. We helped them craft a message that would be positive and educational for consumers.
With a message of animal friendly family farming and straight forward presentation of the facts coming from an established leader in the veal industry, consumers will be able to confidently request a better veal product from grocers and restaurants.
By implementing their web site in our search engine optimized content management system we were able to ensure that their site would be connected real time with the major search engines and positioned properly online.
What happened
Successes
- Midwest Veal now has an engaging audience driven web site which allows for internal control and administration as needed.
- Midwest Veal is now equipped with analytical tools and detailed reports for their web site. this allows them to assess user behaviors and determine how to move forward with new initiatives based on real-time information.
- The increase in requests from consumers has created a demand from grocers and restaurant owners for their distributors to supply a more animal friendly veal product.
- We have strengthened Midwest Veal’s position not only as a leader, but also increased their market share within the veal industry.