Relationship
Founded in 1858 The Oppenheimer Group is one of Vancouver’s oldest companies and today is a leading marketer of fresh produce. BRANDFX worked with Oppenheimer to help transform them into more of a brand-focused company and less of a distribution operation.
Approach
Position Oppenheimer as a brand with a powerful grower/consumer connection as opposed to a commodity supplier operating in the wholesale arena. Focus on their key brand attributes: depth of quality fresh produce sourced from around the globe and exceptional service. This was captured in the new signature line “Expect the world from us.” The approach included an internal launch to prompt employee buy-in, which featured an identity update, corporate video, glossy employee brand magazine, newsletter and corporate brochure. The external campaign included trade and international media launch kits, fleet design, dominant trade advertising throughout the USA, a newly designed website and the introduction of Oppenheimer branded packaging.
