CFS BRANDS INTRODUCTORY CAMPAIGN

Creating a North Star Overbrand.

The newly created CFS Brands aimed to take a much more integral and active role — than a parent or holding company — in the marketing of their growing stable of foodservice, healthcare, and hygiene products. And wanted the entire industry to understand just how that benefited their customers.

CFS Brands Introductory Campaign - Mock Up

CFS Brands Logo

CLIENT
CFS Brands
SERVICES
Strategy
Branding
Web Design
Marketing & Advertising
YEAR
2021

CFS Brands Logo

CLIENT
CFS Brands
SERVICES
Strategy
Branding
Marketing & Advertising
Digital Paid Media
Graphic Design
Video Production & Editing
Organic Social Media
Product Photography
Tradeshow Booth Design
Sales Enablement
Research
Email Marketing
Distributor Partner Marketing
HR Recruitment & Support
YEAR
2021
CFS Brands Introduction

THE
CHALLENGE

CFS Brands — a newly created parent of a stable of legacy brands specializing in the manufacture of food service, healthcare, and hygiene products — asked Red Rocket Studios to bring that new “over brand” to life, then activate it across numerous channels by working as an extension of their marketing department. Their request included powerfully underscoring the notion of a multi-faceted company that offered a one-stop solution to make procuring supplies easier, and an architecture that helped make sense of a broad and disparate portfolio while allowing for the acquisition and smooth assimilation of even more brands. 

THE SOLUTION

The Red Rocket Studios team eschewed traditional “holding” and “parent” company architectures to 
create a new brand construct designed to gain instant traction in a traditional industry set in its ways. 
That inventive architecture was designed to instantly make clear a new brand hierarchy while allowing for the emergent “north star” overbrand to initially borrow much needed equity from the existing legacy sub brands, key in aiding customer understanding across the industry. The new brand architecture, strategic platform, and messaging — which emphasized an integrated and easy-to-use single-source solution, a penchant for innovative design, and a new level of partnership — was then aggressively activated across 
a broad array of paid, owned, and earned channels to ensure quick acceptance and success.

CFS Brands Introductory Campaign
CFS Brands Introductory Campaign
CFS Brands Introductory Campaign
CFS Brands Introductory Campaign
CFS Brands Introductory Campaign
CFS Brands Introductory Campaign
CFS Brands Introductory Campaign
CFS Brands Introductory Campaign
CFS Brands Introductory Campaign

THE
RESULTS

The launch of the “north star” strategy successfully established CFS Brands as the premier one-stop solution for food service, healthcare, and hygiene supplies in just its first year in the marketplace. And that success continues to grow now three years into the effort with the brand consistently identified as a top choice for supplies amongst executives and enjoying strong extremely/very favorable ratings across the industry. Performance highlights include: 

%

Top Two Box familiarity for an all-new brand after just a year in market. 

%

Are unfamiliar with the brand after that introductory year.

%

Have a “very favorable” opinion
of CFS Brands, up from 37% two years ago.

%

Believe CFS Brands has made buying supplies easier, up from
just 6% two years ago.

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