Brand Name: Western Beef

Product/Service Type or Description: Food and Beverage

Overview:
Caring for Neighbors – A Company Repositioned as a Member of the Community

Western Beef was a supermarket chain that needed to revamp its image.  Customers needed to be reassured that Western Beef was providing quality food and quality services.  MZI Global Inc. did extensive research on Western Beef’s target market, and came up with an ad addressing their concerns and highlighting Western Beef’s untarnished reputation.  The supermarket chain was positioned as an important community entity with a solid history, and confidence was restored in the Western Beef brand.

Client Objective:

• Overcome negative media coverage for supermarkets which was creating backlash on the supermarket chain’s business
• Reassure customers that they were receiving the best food and services from the supermarket

Marketing Challenge:

• Thoroughly research Western Beef’s target market to correctly identify their needs
• Target Western Beef’s market to address their concerns and appeal to their interests in regard to supermarket chains
• Create a positive brand image for Western Beef overall
• Reestablish Western Beef’s respectable reputation
• Add the dimension of community involvement to Western Beef’s image

MZI Global® Solutions:

• MZI Global Inc. developed a four-color print ad highlighting important facts, including:
  • Grocery chain rumors should not be taken as facts
  • A vast majority of Western Beef employees were from local neighborhoods
  • Western Beef food selection includes the cuisine of many cultures
  • Purchasing Western Beef products yields considerable savings over competitors’ prices
• Using Ethnosynergism®, MZI Global Inc. appealed to customers’ emotions to connect them with Western Beef

MZI Global® Results:

• The ad addressed the audience as concerned neighbors, not solely as potential customers
• Western Beef’s solid history was reaffirmed
• Confidence was restored in Western Beef’s quality products and excellent customer service
• Western Beef was positioned as an organization that cared about its neighbors, and showed that it was not just a brand or a product