Popular brand targets upscale market under Good Foods Group ownership.
Chicago, IL (March 17, 2009) – Schafer Condon Carter (SCC), one of Chicago’s fastest growing integrated marketing agencies, helps Good Foods Group to re-launch popular Chef Earl’s brand and product line. The effort aims to target the upscale food shopper while leveraging the brand’s strong heritage and maintaining its loyal following.
“The Chef Earl’s brand is all about celebrating the best nature has to offer,” says Kurt Penn, president of Good Foods Group. “That means respecting our planet and the people who buy our products. That message is resonating with a growing number of quality-conscious consumers.”
The Chef Earl’s brand was born in 1988, when Earl left his restaurant job to create the revolutionary line of fresh foods without artificial flavors, colors or preservatives. His salsas and humus developed a small, fiercely loyal following in the Chicago market. In 2007 Chicago-based Good Foods Group, longtime pioneers in the natural food industry, purchased the brand and continues Earl’s commitment to all-natural ingredients and environmentally responsible operations.
SCC’s initial efforts focused on the redesign of the Chef Earl’s brand including the environmentally-friendly redesign of packaging for the complete product line. The agency is involved in all aspects of the business including branding, packaging, advertising, promotion, online, PR and new product development. SCC was named marketing agency of record for Good Foods Group in 2008.
“Chef Earl’s distinct and rich socially conscious heritage provided SCC with a great creative starting point,” said Tim Condon, managing partner of SCC. “Good Foods Group is looking to reach more consumers in their highly-competitive category, and we think this initial brand work is a solid foundation for future business-building efforts.”
About GoodFoods Group
GoodFoods Group, established in 2007, was created as a new type of fresh food company-one that put real value on respecting both people and the planet. GoodFoods Group creates fresh, all natural foods with a true social conscience. To learn more about Good Foods Group, please visit their website at www.goodfoods.com.
About Schafer|Condon|Carter
Schafer Condon Carter is a leading privately held, integrated services marketing agency with a proven history of producing results-focused programs. SCC has experienced nineteen consecutive years of steady growth of agency billings and revenue and an expanding client roster including: Brunswick Corp., Armour-Eckrich Meats, General Mills, Kicker Audio, Cobra Electronics, McCain Foods, ConAgra, Solo Cup and National Cattlemen’s Beef Association. SCC, established in 1989, is based in Chicago and its wholly owned network includes SCC|Grossman Public Relations, SCC|Digital and Gravitas Marketing. To learn more about SCC, visit www.sccadv.com.
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Contacts:
Liane Adduci for Schafer|Condon|Carter
312.994.2451
liane@ad-publicrelations.com
Brad Drew for Schafer|Condon|Carter
312.994.2452
brad@ad-publicrelations.com
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Creative Statement
Good Foods Group wanted to reinvigorate and relaunch its Chef Earl’s
Brand – focusing on fresh, all-natural ingredients, gourmet quality, and incredible flavor. The packaging developed by SCC brings these elements to life on the shelf: rich colors and illustrations evocative of the all-natural ingredients, a classic but contemporary look to recall a time when everything was fresh and good, and recycled papers and soy-based inks – all of which are consistent with GoodFoods Group’s philosophy and approach to business.
Creative Credits
Client/Brand: Good Foods Group/Chef Earl’s
Client Brand Manager: Kurt Penn
Agency: Schafer|Condon|Carter
Chief Creative Officer: Tim Condon
Executive Creative Director: Suzanne Martineau
Copywriter: Kevin O’Driscoll
Art Director: Megan Coughlin
Production Company: Prairie State Printing