Revitalizing an American Favorite
We were tasked with building a strategy to revitalize a traditional brand with a long history and aging consumer base. Ultimately, we needed to realign Richardson Brands as a progressive company with timeless products that would be just as relevant today as they were over 100 years ago.
Richardson Brands came to Alignkraft as the company was getting ready to introduce new products as well as expand its existing lines. With roots dating back to 1890, Richardson products such as GravyMaster™ and Beechies Gum have long been associated with traditional, wholesome American meals. This rich history however was being lostto newer generations who have might have some memories of seeing these items in their grandmother's cupboard but have not tasted these themselves. We proceeded to build a strategy that leveraged this authentic and wholesome Americana reputation and brought it into the 21st century.