Shaken & Stirred - Influential Brand Profiling and Positioning

Trewithen Dairy is already milking the rewards of major new look

Trewithen Dairy, the third largest milk buyer in Cornwall, recently released its new brand to local consumers and businesses at the Royal Cornwall Show and in the process earned itself a new world record using the unique skills of high diver ‘Professor Splash.’

The overall campaign has already grabbed the attention of a number of multiples and smaller retailers who are signing-up to stock the range of products, with Asda already confirming that they have listed the new brand across 150 of its stores nationally.

Trewithen has been steadily building its business for nearly 20 years, continually supplying bottled milk to the convenience retail, foodservice and multiple retail sectors throughout the South West.‘Professor Splash.’s listing across 150 of its key national stores is a major success for the new brand, just weeks into its existence, and a number of delis, farm shops and local retailers are also now in conversations with the dairy about stocking the range.

Trewithen is 2.5 years into a 4 year, £11.5m investment programme, part funded by the EU and Defra, to increase production capacity at its dairy based in Lostwithiel in Cornwall, as part of its strategy to grow both branded and retailer own label sales. The rebrand represents a significant step in this strategy to create a distinctive visual identity for the Trewithen brand, as well as communicating the stories behind Trewithen’s history and the 23 farms that currently supply Cornish milk from their happy healthy Cornish cows.

Absolute Graphics and Excess Energy

Earlier this year, Trewithen enlisted the help of two of the South West’s leading communications agencies, Absolute Graphics and Excess Energy Communications, to work hand-in-hand to deliver the new design and branding requirements including a PR and social media campaign.The resultant ‘Trewithen World’ encapsulates the brand and the dairy’s philosophy, bringing to life the daily routine of the happy, healthy, Cornish cows and their farmers.

The new packaging, which has a purposefully retro feel to represent Trewithen’s heritage, and all future communications, will develop this concept and communicate directly with the trade and the consumer by constantly telling the stories of this world.

The consumer launch at the Royal Cornwall Show saw Trewithen Dairy collaborating with the renowned, Colorado-based ‘Professor Splash’ to create a new world record using milk from the dairy. 2012 is certainly proving to be a pivotal year for Trewithen in many ways and our new Asda contract, plus the new contracts with local and South West retailers and suppliers are proving to be extremely fruitful relationships which are showing the immediate value of our new brand.”

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