Developing a Cohesive Brand Strategy for Ontario's Leading Dairy Cooperative
Developing a Cohesive Brand Strategy for Ontario's Leading Dairy Cooperative
Background
Gay Lea Foods Ltd (GLFL) is a farmer-owned dairy co-operative, which owns and markets a range of dairy brands the most significant of which is the $400M Gay Lea Signature brand that includes butter, sour cream, whipped cream and cottage cheese. Although a familiar brand, little is known about Gay Lea, with most consumers content to believe it’s a global food corporation like its major competitors. Demographic and attitudinal changes are making the dairy sector more dynamic and competitive, putting pressure on established brands like Gay Lea.
We needed to define and sharpen the Gay Lea Signature brand essence and its architecture to ensure a compelling and coherent proposition for the trade and consumers.
Charting a Course
We audited the existing brand performance and presentation. We spoke to internal stakeholders, the trade and consumers using a mix of exploratory qualitative research and quantitative surveys to identify key dairy segments and their product and emotional needs. We articulated and tested a new brand essence and defined the role of each product in the range. We also lead internal brand socialization to ensure alignment, and authored and produced a new brand playbook and new brand guidelines.
