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Denby Dale
A Yorkshire pie maker with a 220 year-old tradition that was failing to realise its business potential.
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The task
Help it achieve aggressive
growth targets.
Build a brand around the core values, that could be extended into other types of pies, into related food sectors and beyond into deserts. And in doing so create the opportunity to increase distribution from regional to national.
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Driving the truth
Denby Dale went way beyond a Yorkshire pie, baked to a 220 year-old recipe. It was built on a passion for authentic, wholesome traditional food; a commitment to unearth the best local and classical recipes; a refusal to ever mass produce; and a fanaticism about only using the best natural ingredients that were then jam-packed into their food…not to mention a Yorkshire love of food.
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Added grip
The branding captured the heart of what the brand stood for; the love of the land; the brand’s ‘Yorkshireness’ and its dedication to simple, good quality, natural food.
The branding coupled with the product extensions we identified have created a very clear direction for the brand, and a road map that ensures Denby Dale continues to deliver its core truth - and can adapt and grow whilst still staying true to its original road map. |
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| © 2012 Red Route Ltd |
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Registered Office
32-34 Great Marlborough Street
London W1F 7JB |
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info@redrouteagency.com
Call + 44 (0) 207 287 3557 |
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Company Registration No:5372980 |
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