2023 Winner

CASE SUMMARY

Voltigeurs Farms is a family-owned business established in 1958 in Quebec, Canada. They produce fresh poultry products using ethical and humane breeding and slaughtering methods, which sets them apart from other players in the industry. They have adopted a strict process to produce vegetable grain-fed chicken without animal by-products, resulting in superior taste and nutritional qualities compared to traditional products.

To distinguish themselves in the market and assert their superior quality offer, Voltigeurs Farms developed the brand promise, "Chicken, as it should be." This promise reflects their unique ways of raising, beliefs, and certifications that are not established conventions of the category. They wanted to create a love brand for a new generation of consumers aged between 15 and 39 years old.

The brand identity is characterized by a light blue color that communicates freshness and contrasted with a rich brown color to convey superior quality and equity. The "pied de poule" pattern is an integral part of the platform, a nod to haute couture, linked to the brand's know-how "Raising Quality" since day one. The design emphasizes transparency to show that the brand has
nothing to hide.

The packaging graphics are very contemporary and somewhat provocative for the category, but they put the brand in a leader's position. The design system is flexible and can easily be applied across various applications, shapes, sizes, and substrates.

The revitalization of the brand was presented in spring 2022 at SIAL International Food Show and received an amazing response. Voltigeurs Farms gained a preferred partnership with Sobey's group in the province of Quebec and kept all their products listed, despite the rationalization of meat products and signs of decline in the category. The shelving strategy has been developed for on-shelf and in-bunker merchandising to optimize visibility, and the blocking creates dynamism and has real stopping power.

Credits

BRAND OWNER - Voltigeurs Farms
Dominique Martel, President
Georges Jr Martel, Director, Planning and Marketing
BRAND AGENCY - PIGEON BRANDS
Creative direction: Olivier Chevillot
Design: Nathalie Versini
Photography and retouching: David De Stefano and
Marie-Eve Gregoire
Production: Philippe Morin, Jean-Mathieu Vincent, Mario Collin
Strategy: Stéphane Crevier
Account Services: Johanne Mathieu, Caroline Graf
Printing: Ntake, Duropac, L’Empreinte, Pack 3000