Baxters, owners of the Fray Bentos brand, wanted recommendations for a new brand strategy.

First we reviewed everything– interviewing staff, studying research, analysing category data. Then we worked with the Baxters team to create a step by step strategy for meeting key brand challenges, including pricing and innovation. 

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We project managed relaunching the core pie range and handled the rebranding of their meatballs. We also suggested the introduction of a vegetarian pie.

This renewed focus led to a rebrand and resurgence. The new Fray Bentos Vegetarian pies were timely additions to a largely meat-based range.