InfoWorld | L.A.S.C. | Ray & Berndston | Tragon | ConAgra Foods

Challenge

Halleck was chartered to re-brand, re-position, and develop the supporting marketing support materials for a company that commands 80% share of the global market for its garlic, onion, and pepper (capsicum) products. The strategy included reinforcing the leadership position of this multinational company, but also to bring it down to earth and reflect its agrarian roots.

Approach

Halleck provided branding services spanning several generations and several parents of Gilroy Foods, ultimately working with ConAgra Foods. Halleck created a powerful brand that captured the essence of Gilroys products, including the creation of a tag line that conveyed the essence of Gilroy's mission, "Where Flavor Grows". Execution included print collateral, advertising, signage, and trade show booth design and construction.

Halleck was further employed to develop a primary brand for the company that Gilroy was to be a part, entitled ConAgra Food Ingredients.

Results

Gilroy Foods strength as a brand continues to thrive, maintaining leadership and distinction.