NatureSweet Tomatoes
Brand Strategy
Steel Advertising worked with NatureSweet Tomatoes to create a clearer, more assertive brand strategy. We began with a review to better understand the market and competitors. We held a two day brand summit, bringing together key company executives and representatives from each of the multiple marketing agencies involved with the brand. During this summit we facilitated choice of brand archetype and specific decisions to create a more focused positioning statement. We identified key messaging pillars that focus on the brand’s main benefits defined in the positioning statement.
In the following weeks, we also identified key messages by pillar and audience and created a list of important keywords. In the end, we delivered a comprehensive brand foundations guide. We also provided a one-sheeter outlining the creative strategy, and input for the campaign’s creative brief. Above is a sample execution.
