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Heritage
Our client, Quaker Maid Meats, was looking to make an upward shift into the premium frozen meat category. The goal was to develop a new product line that had a hand-crafted, artisan quality to it.
Branding
Our initial assignment was to develop a brand name, logo, and package design that captured the essence of old-world craftsmanship.
To create a sense of authenticity and trust, we named the new brand Heritage, adding a sense of history to the logo with a weathered, hand-drawn font and other stylistic cues.
![Heritage logo](https://www.allebach.com/wp-content/themes/allebach-main/images/case-studies/heritage/logo.png)
And a brand story speaking directly to the heart about quality, tradition and pride brings it all home.
![Boxes for Three cheese Angus beef, Italian style Angus beef, and Tomato basil Angus beef](https://www.allebach.com/wp-content/themes/allebach-main/images/case-studies/heritage/3products.png)
Ad Campaign
After a few years of growing distribution and primarily driving sales through account specific initiatives, we were ready to launch an advertising campaign for Heritage.
![advertisement](https://www.allebach.com/wp-content/themes/allebach-main/images/case-studies/heritage/ads/ad-1.jpg)
![advertisement](https://www.allebach.com/wp-content/themes/allebach-main/images/case-studies/heritage/ads/ad-2.jpg)
![advertisement](https://www.allebach.com/wp-content/themes/allebach-main/images/case-studies/heritage/ads/ad-3.jpg)
![advertisement](https://www.allebach.com/wp-content/themes/allebach-main/images/case-studies/heritage/ads/ad-4.jpg)
![advertisement](https://www.allebach.com/wp-content/themes/allebach-main/images/case-studies/heritage/ads/ad-5.jpg)
![advertisement](https://www.allebach.com/wp-content/themes/allebach-main/images/case-studies/heritage/ads/ad-6.jpg)
The key was to communicate the brand story of hand-crafted artisan meats, tradition, and pride—but do it in a big, bold, larger than life way.
Social Content
Appetite appeal was paramount. Dark, moody backgrounds and dramatic lighting were used to impart an ultra-premium feel.
![Tweet screenshot](https://www.allebach.com/wp-content/themes/allebach-main/images/case-studies/heritage/social/soc-1.jpg)
![Tweet screenshot](https://www.allebach.com/wp-content/themes/allebach-main/images/case-studies/heritage/social/soc-2.jpg)
![Tweet screenshot](https://www.allebach.com/wp-content/themes/allebach-main/images/case-studies/heritage/social/soc-3.jpg)
![Find a retailer ad](https://www.allebach.com/wp-content/themes/allebach-main/images/case-studies/heritage/social/soc-4.jpg)
![Find a retailer ad](https://www.allebach.com/wp-content/themes/allebach-main/images/case-studies/heritage/social/soc-5.jpg)
![Find a retailer ad](https://www.allebach.com/wp-content/themes/allebach-main/images/case-studies/heritage/social/soc-6.jpg)
![Find a retailer ad](https://www.allebach.com/wp-content/themes/allebach-main/images/case-studies/heritage/social/soc-7.jpg)