WHEN BRANDING
GETS REAL
Working with Grassland has been one of the great joys, and challenges, of Tandem’s history as a marketing concierge. Over the last five years, Tandem has functioned as the Marketing Department for this leading food service butter provider to help launch their own retail line of butter products. This would include managing all packaging, digital media, advertising, and strategy across three different brands and seven unique products.
The Challenge
We knew we needed to create a well-rounded strategic plan, involving all kinds of industry experts. This included package designers, videographers, photographers, copywriters, social media strategists, project managers, and editors.
Together, we created Grassland’s Strategic Marketing Communications Plan.
Results
Brand Position
Each member of our team tackled the Brand Position differently. For some of us, it was visual. For others, it was through research. What worked for us was combining a strong copy voice, market research, and eye-catching visuals that were thoughtful of both what consumers wanted AND the history of this longtime family dairy giant.
Packaging
Part of our initial Strategic Marketing Plan for Grassland was, of course, to design the brand’s packaging. We wanted to launch Grassland in grocery store aisles with something that represented the heart of this small-town company: high quality, tradition, and American made.
After a few years, the company decided to expand even further. Medlee Seasoned Butters and whey cream Farmhouse Butter were added to the Grassland family of products. In order to encompass the energy of this new vision, Tandem upgraded the packaging yet again.
The Website
This was an essential step in helping consumers find Grassland products, teaching them about the company history and mission, and creating brand recognition moving forward.
A team of designers, copywriters, web developers, and project managers created a modern site accessible on desktop and mobile that reaches thousands of consumers a month.
View the Grassland website below:
Digital Advertising
Through some sophisticated modeling for tight targeting, we ran a campaign of display ads, social ads, OTT and Streaming Audio that drove over a million visitors to our website.
Social Media
Over the last five years, we’ve been able to reach millions of people on social media with projects like original recipes, influencers, giveaways and promotions, consistent posting across all major platforms, in-house video and image creation, and a lot of creativity.
Between 2019 and 2022, Grassland reached 18 million users on Facebook, and 6 million users on Instagram. Thousands of those users began to follow Grassland on social media and interact with our content in New York, Philadelphia, Los Angeles, Baltimore, Houston, Denver, and beyond. Single posts on Facebook have organically reached more than 16,000 people—in just one day.
TV & Radio
Launching a new retailer brand in a crowded sector meant that we wanted to get eyes and ears on Grassland, however we could. This included writing, producing, and airing radio spots and TV commercials for retailer-specific promotions, as well as general brand recognition.
Shopper Marketing
We did customized shopper marketing programs with specific retailers that drove trial and repeat purchases. Digital coupons, retailer nutritionist programs, Instacart, Bazaarvoice are some examples of tactics. and show visual of Lowes social ads we have in current grassland case study
