When ForFarmers acquired BOCM PAULS. the UK’s largest animal feeds business with a turnover of £600m and heritage of 100+ years, they sought our advice about what to do with the brand: keep BOCM PAULS as a separate division, or integrate it under the ForFarmers’ name?
We were appointed to undertake an evaluation of the various brand options available. This included original research amongst senior & divisional / OpCo management; customer research; brand auditing; and competitor analysis.
The recommendation was to rebrand BOCM PAULS as ForFarmers. This was so successful that we were asked to undertake a wider, pan-European positioning project to cement the concept of ‘One ForFarmers’ and bring all individual businesses under one umbrella brand.
As part of this, we created a new value proposition and ‘Purpose’ statement – ‘For the Future of Farming’ - with supporting ‘vision, mission & values’, plus corporate narrative.
This was underpinned by a refreshed and more consistent visual identity and brand language, with accompanying guidelines. A comprehensive, integrated internal and external marketing and communications’ programme completed the project.
‘For the Future of Farming’... providing a focus, for farmers.
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