Our work for Pierre's

Pierre's: branding a strong retail presence

02 February 2002

A strong performer in the convenience food market since 1993, the re-launch of Pierre's with an evolved and updated brand has resulted in dramatically increased sales.
Background
Green Isle's food service brand Café Pierre was established in 1993 to fulfil a need in the retail convenience food sector. In 1997 an opportunity was identified to reposition Café Pierre to target the boom in the 'snacking-on-the-move' market. BFK was commissioned to evaluate the brand and to advise on and implement its strategic development over two years.
Consultancy
An in-depth research programme identified key customer needs and explored the current and future market and product development opportunities. A visual audit investigated the consumer appeal of existing brand communications - the name, brand mark, brand character and overall visual identity. Having established that there was already positive brand equity, we recommended an evolutionary approach to developing a more contemporary and customer-facing brand. The brand name was shortened to 'Pierre's' while the core features of the brand identity were retained. We enhanced the Pierre character, making him friendlier with a more well-fed look and a twinkle in his eye. Bright and vibrant blue, red and yellow colours were chosen to create impact and shelf appeal. The outcome is an impactful and contemporary visual identity, flexible enough to be used on all branded material, including product packaging and point-of-purchase material, staff uniforms, exhibition stands, signage and advertising.
Evaluation
Supported by a complete brand re-launch and strong marketing campaign, the new Pierre's range has been readily welcomed by trade customers and consumers alike. This has resulted in the development of a wider retail distribution network and a dramatic increase in sales. In 2000 the re-branded Pierre's was acquired by IAWS Group plc, a major food Group with operations in Ireland, the UK, continental Europe and the United States. Pierre's is now an integral part of IAWS's food division where it complements the group's other food service brands - Cuisine de France and Delice de France.
IAWS Chairman, JC Moloney, notes that 'Pierre's, through its hot food offering, has achieved a strong branded retail and catering presence. Hot food is growing strongly.' (IAWS Interim Results 2002, Chairman's Statement, March 2002). Pierre's is now the leading supplier of frozen foods to the food service market and to the convenience retail 'food-to-go' sector. A comprehensive product range including fully cooked meats, fish, chicken, vegetable and potato products, savoury pastries, continental breads, confectionery and desserts are distributed nationwide.