Consumer attitudes towards meat are shifting. For Imperial Meat Products, this was not a threat but an opportunity to rethink what the brand stands for. The challenge: how do you reposition a meat company as a broader food brand, while supporting your most important partners, the butchers, through this transition? Together, we developed a complete food brand repositioning that touched every part of Imperial's ecosystem: from mission and visual identity to digital platforms, loyalty programmes, and point-of-sale materials. The result is a brand ready for the next generation of conscious consumers.
Strategic food brand repositioning from meat to broader food
New mission, vision, and brand values rooted in taste and sustainability
Refreshed logo and tagline: "Partner van smaakmakers"
HubSpot-powered CMS with butcher self-service portal
B2B loyalty programme connecting Imperial with its dealer network
Integrated campaign: online, offline, POS, trade fairs, video, and 3D animation
The challenge
How does a meat brand reposition itself as a future-proof food company that embraces changing consumer habits, while strengthening the bond with its core partners: independent butchers?
The solution
We developed a comprehensive repositioning strategy, a refreshed brand identity, and a full creative campaign that works across all channels. Supported by a new HubSpot platform and loyalty programme, Imperial can now engage butchers more effectively and respond to market shifts with agility.
Close partners in a rapidly changing world
Imperial Meat Products is known for quality salami, ham, poultry, and vegetarian products. With 800 employees across five locations in Belgium and the Netherlands, Imperial is part of international food group Sigma Alimentos.
We have been working closely with Imperial for several years. A dedicated core team, consisting of an account manager and a strategist, brings in the right experts for each project. Both organisations are constantly evolving to deliver the best customer experience in a fast-changing world. One thing remains constant: by listening carefully to each other, we consistently find the right solutions together.
Why the food industry demands a new brand story
The meat sector is in transition. More consumers are adopting hybrid or vegetarian eating habits, and expectations around health, sustainability, and animal welfare are rising. Imperial recognised this shift not as a crisis but as a catalyst for change. Together with research partner Herman Toch of FLRISH, we examined both the challenges and opportunities for the brand and the sector. The central question quickly emerged: how can a meat brand transform into a future-proof player that also responds to the growing demand for healthy, sustainable, and tasty meat alternatives?
A repositioning strategy built on taste and partnership
Our strategists developed a sharpened brand identity that aligns with contemporary views on meat consumption and the eating habits of a new generation. We defined a new mission, vision, and set of values rooted in taste experience and a sustainable partnership with butchers. The messaging proves that consumers can enjoy quality meat without guilt, with attention to health and animal welfare. Alongside premium meat, Imperial and its partners now also offer flavourful alternatives, giving consumers a choice they can stand behind every day.
A refreshed identity that speaks to butchers and consumers
We updated the brand logo and created a new tagline: "Partner van smaakmakers" (Partner of tastemakers). These three words capture Imperial's renewed identity in Belgium and the Netherlands and the valued partnership with butchers. We documented the full visual identity in a comprehensive brand guide, ensuring consistency across every touchpoint.
Bringing the brand to life online and offline
Our team of creatives and marketers brought Imperial's new brand experience to life across all channels. We developed a content management system with attractive, relevant content and a dedicated self-service portal for butchers. We created a social media advertising strategy and point-of-sale materials for butchers, including product videos. For the launch of the new branding at Imperial's stand at the Tavola trade fair in Kortrijk, our designers created a striking 3D animation that leaps off the screen and captures attention.
A HubSpot platform for ongoing engagement
The work continues. In collaboration with MyB'Eats, we are building an innovative and interactive HubSpot platform linked to a loyalty programme. This enables Imperial to keep butchers informed about the latest products, services, and promotions in a streamlined, engaging way.
A brand ready for conscious consumers
Imperial's food brand repositioning is complete. With a sharp focus on customer experience and an eye for new opportunities, the brand is fully prepared for the future. The refreshed identity resonates with both butchers and end consumers, while the new digital infrastructure supports ongoing engagement and growth. Imperial now stands for more than meat: it stands for taste, partnership, and a sustainable approach to food.
