Over the years, Storm has applied solid strategic thinking and breakthrough creative to meet a number of Farm Boy's challenges. The first order of business was to bring consistency to Farm Boy's use of their logo, associated visuals, marketing lexicon and other brand factors. Since consistency of colour usage had been a big issue, the logo was re-designed using a more neutral tan/black/white palette that not only evoked an old fashion general store and hand-wrapped produce and meat, but also simplified colour elements. In order to reinforce the old-fashioned country general store feel of the visual and palette, the card and letterhead were scalloped on the edge to echo traditional paper grocery bags.

To demonstrate the depth and breadth of Farm Boy's knowledge of fresh food, we began with a unique sales flyer that answered the question "what the heck is a fresh market?" and vividly described the various departments in the store. In addition, the end panels provided seasonal recipes and food tips. The "what the heck" campaign was an extensive print and radio campaign. Each week it would ask and answer an obscure food questions as well as focus on a particular in-store special. The accompanying radio featuring character voices developed by local actors complemented the weekly print ads, by asking and answering additional relevant questions.

The Farm Boy Web site (www.farmboy.ca) was written by Storm to act as an impressive repository for Farm Boy's knowledge of food. The site has received hits from cooks and food enthusiasts around the world as well as regular traffic from Farm Boy customers who want to know what is in season and learn new ways to cook and serve it.

Storm was also involved in creating the initial labeling and packaging for the original Farm Boy products, ensuring consistency of brand attributes on every type of product label. The current house brand lines features more than 100 products.

Results

From staff training materials to in-store displays, we have worked with Farm Boy on the details that keep the store on brand and enhance the customers shopping experience. By working with us, Farm Boy has created a consistent, valuable brand experience, and continues to build their story.

Farm Boy Fresh Markets boasts continued growth and high sales and enjoys one of the highest brand recognition levels among like retailers in the region.