Cervena Venison | Premium Branded Natural Tender Venison

The CHALLENGE:

Create national premium foodservice brand image and message platform for natural, tender venison from New Zealand
Differentiate product from other proteins

Educate trade

Build culinary awareness among diners and expand menu to include venison

THE SOLUTION:

Created a network of opinion leaders to influence dining trends (chefs and cookbook authors included Jean-Georges Vongerichten, Charlie Palmer, Bobby Flay, Lidia Bastianich, Gray Kunz, Cory Schreiber, Janie Hibler, etc.)

Produced tools for trade and consumers

Generated media exposure to increase awareness and educate key
Audiences

Create national chef contest with Food Arts Magazine partner

Produced annual culinary conference for “spokeschefs” to gather key research on working with the venison as well as to provide media training and value added components of the relationships.

THE RESULTS:

Built a national, sustainable premium brand

Placed articles and brand mentions in key food publications and television shows including The New York Times, Bon Appétit

Magazine, The Today Show, etc

Built strong brand identity—49% of venison using chefs became aware of Cervena after three years

Annual sales increased from $5 million to $14 million over four years.

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