TRADITIONAL TO TRAILBLAZING

WICKHAM FARMS

Wickham Farms, a fourth-generation family business, specialises in growing and processing bulk, fresh-cut hard vegetables (potatoes, pumpkins, sweet potatoes, and onions). With over 50 years of experience supplying major supermarkets, Wickham Farms has fully vertically integrated their operation ensuring complete control over their supply chain.

"Despite their longstanding success and high-quality produce, Wickham Farms faced a modern dilemma. Their traditional 'commodity marketing' approach resulted in a plateau of market reach and was failing to attract clientele they want. They’d invested heavily in innovative technology in their high-care production facility yet found themselves at a crossroads, eager to explore new markets but hindered by outdated branding and marketing strategies that did not reflect the sophistication or full capabilities of their operation" explains Kym Ebenestelli, Director & Co-Owner at dms CREATIVE.

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THE SOLUTION: A FRESH APPROACH:

Recognising the need for a brand refresh and strategic repositioning, Wickham Farms embarked on a comprehensive transformation journey. This involved a series of strategic steps designed to redefine how the company presented itself to the world:

1. Brand Perception: Collaborative workshops where we reset the strategic intent, brand personality, narrative and tone of voice, pinpointing the desired perception Wickham Farms wanted to convey to the market. The work completed in these sessions supported the transition from a traditional commodity-focused approach to one that emphasised innovation, sustainability, and premium quality.

2. Brand Refresh: The brand overhaul aimed to maintain the goodwill earned through decades in the industry while also reflecting the operation's sophistication. This included a new visual identity to communicate Wickham Farms' modern, innovative approach to agriculture, alongside a custom-designed "50 Years of Supplying Major Supermarkets" badge to honour their heritage.

3. Conversion-focused Website: A newly developed website served as the digital embodiment of Wickham Farms' brand evolution. It showcased their diverse product range, sustainability initiatives, and the ability to recruit a skilled workforce.

4. Pitch Documents: Tailored pitch documents were created for each major market segment, providing the team with targeted tools to effectively communicate Wickham Farms' value proposition to prospective customers. This allows them to effectively highlight their unique selling points and commitment to quality and innovation.

STRATEGY: CRAFTING THE FUTURE OF FRESH CUTS:

Repositioning Wickham Farms required a nuanced understanding of the market and the ability to communicate the farm's unique value proposition eloquently. Kym went on to reveal, "This strategy was not just about a new logo or website; it was about storytelling that resonates with current and potential clients. Showing rather than telling... the new marketing approach emphasised Wickham Farms' innovative solutions, such as their unique cuts for signature dishes and their unparalleled commitment to sustainability and quality.

The rebranding and repositioning strategy conveyed the message that Wickham Farms is more than a supplier, they're a valuable partner equipped to handle the evolving demands of the food industry."

HARVESTING INNOVATION: A FRESH-CUT FUTURE:

Wickham Farms' strategic transformation showcases the power of brand evolution in staying relevant and competitive in a rapidly changing market.

Reflecting on the transformation, Kerri-Ann Lamb from Wickham Farms noted, "We needed to let our customers know what we could do. It can be a bit uncomfortable talking about yourself and what you do, but the process [has been] exactly what we hoped for."

The feedback from customers has validated their strategic pivot, with many expressing newfound appreciation for the depth and breadth of Wickham Farms' capabilities.

THE SCOPE OF WORK INCLUDED:

Branding workshops
Brand position development
Logo refresh & branding
Website design & build
Copywriting
Catalogue design

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WHAT OUR CLIENT SAYS ABOUT US...

My experience working with Kym and the team at dms CREATiVE was transformative. As part of the Wickham Farms family, a 4th generation family owned business, authenticity is vital to our brand. Kym intuitively understood this from the start. She didn't rush in with ready-made solutions. Instead, she patiently listened, studied our operation and worked to understand what we were striving towards. She urged us to consider our customers' viewpoint, helping us see the vital role of every customer touch-point in mirroring our operation's sophistication.

The process Kym facilitated was enlightening - it allowed us to reflect, reassess our direction and identify our future goals. Then, Kym and her team masterfully pulled everything together, breathing life into our new brand. From our visually engaging website that showcases our fresh-cut vegetables, to tailored pitch documents for each market segment, every detail was meticulously planned and executed.

Incredibly, within a week of launching our new website, we started receiving genuine quote requests for our bulk fresh-cut vegetables. This was the tangible proof that not only did the process work, but it was also helping us to connect with a new, broader customer base.

Kym and her team have essentially transformed Wickham Farms - shifting us from traditional to trailblazing. Her unerring commitment, strategic thinking and innovative approach have marked the beginning of a new chapter for Wickham Farms. Our promise of quality, sustainability, and innovation is now more visible than ever before, thanks to dms CREATiVE."

Kerri-Ann Lamb - Managing Director - Wickham Farms