What We Did
As a third generation butcher’s based in Enniskillen, O’Doherty’s have a wealth of expertise in producing award-winning black bacon products with a dedication to quality at their core. They recognised their existing brand and packaging didn’t support their overall quality proposition and in order for the business to grow, they needed to reposition their message to existing and new customers, in both home and export markets. They wanted to work in partnership with people who got them as a business and could help tell their story more effectively to support their strategic objectives.
We spent time with O’Doherty’s, visiting the Island they own and on which the pigs are reared, their new state-of-the-art production facility and their shop in Enniskillen, originally opened in 1957 were they still showcase their products today. It was vital that we understood their customers and the points of difference O’Doherty’s could offer to both home and export markets as this enabled us to reframe their proposition to the market. Together we created a brand based on their heritage, passion and dedication to quality, that could flex and communicate across multiple media. The identity needed to reflect where O’Doherty’s came from but also their future focus on innovation, to remain fresh and relevant to today’s consumers. It was rolled out across all channels including website, packaging and point of sale, supporting their customer experience and repositioning them both home and away.