Sammy the Sausage and friends star in Farm Food Butchers rebrand

Farm Foods Butchers has rebranded its selection of sausages, burgers, meatballs and ready-to-cook meat products with a series of ‘superhero’ meat-based characters.

The rebrand also sees the company name change from ‘Farm Foods’ to ‘Farm Foods Butchers’, reflecting its origins as a small, family-run butchers shop.

It includes the introduction of a new brand mark, look and feel, messaging, tone of voice, and a series of superhero style characters including Sammy the Sausage.

Working with Sydney-based branding and packaging design company Tiny Hunter, the family-owned business based in Breakwater, Victoria created a brand targeting their core target audience: modern Australian families.

Speaking about the rebrand, CEO of Farm Foods Butchers, Nick Kerr, said: “In the past the success of meat products has been down to innovation and efficiency in supply chain, but marketing and branding has become more and more important as consumers’ buying habits have changed. We noticed this trend across other categories and knew it was time for us to have that same focus.

“The new brand appeals to our target audience of busy, modern day Australian families. It reflects our affordable offering in a really engaging way, but reinforces our values of quality product and innovative recipes. Sammy the Sausage and the rest of the suite of characters add a real sense of fun and we’ll be using them elsewhere in our marketing too.”

The new brand packaging is now available in supermarkets including national branches of Coles and IGA and has selected lines available in Woolworths.

Emma Scott, creative director at Tiny Hunter, added: “We worked closely with Farm Foods Butchers to truly understand the emotional and functional benefit. A lot of research and workshopping went into finding that tiny piece of gold that truly connects with their target audience.

“The subsequent brand and packaging design taps into that consumer insight of busy families who want wholesome, quick and easy meals which take away the need to make another decision after a long day at work. It’s about once again making meat the hero of the dinner plate.”


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