BXP - June/July 2017 - 37

37

MOOD BOARD CREATED DURING THE AGENCY'S
"BR AND MANIFESTO" PROCESS SERVED AS A
SPRINGBOARD TO A DESIGN PATH THAT FOCUSED
ON THE PRODUCT'S ELEMENTAL STRENGTHS OF
SIMPLER, NON-PROCESSED BEEF.

sumers moving in the direction of healthier, better eating op-

Praising the easy-tear package, Dicken notes that Mariano's

tions. Privately held, PRE in 2016 was the fastest growing U.S.

"customers didn't want to touch meat in its raw state."

beef brand with a growth rate of 460%, according to Nielsen.
Supermarket News recognized PRE as a "Top 25 Disruptor."

Part of PRE's success can be attributed to collaboration

[Editor's note: Supermarket News is not affiliated with Brand

between the brand and its brand design agency at the top

Experience magazine or ST Media Group International.]

of the organizational chart. Sam J. Ciulla, Ciulla Associates'
founder, CEO and executive creative director, notes that

DATA DRIVES BEST PRACTICES

working with smaller entrepreneurial companies like PRE pro-

Funding finally became available, enabling PRE to debut in

vides the opportunity to remove layers of hierarchy and work

15 Chicago retail stores that "cared about a higher quality

directly with the CEO and establish primary objectives such

product." Soon thereafter PRE picked up the No. 2 Illinois

as PRE's objectives

supermarket chain, Mariano's, now a Kroger's division.
RECIPE FOR SUCCESS
"[PRE] is an innovator," raves Brian Dicken, Mariano's vice

The PRE package's backside also provides a flip-up card con-

president of meat and seafood. "They're very successful," he

taining a recipe, which helps deliver its better taste objective

adds, reporting sales of PRE product is up more than 30%

and gives consumer confidence "they're not going to screw

over last year in 41 Mariano's stores, each which are visited by

it up," notes Ciulla, adding that the design motif the agency

PRE sales reps twice a week "to check what's going on in the

created, emphasizing taste, carried over to PRE's website.

stores."
"Cooking an expensive piece of beef can be intimating,"
By closely monitoring sales, buyers are better able to avoid

notes Ciulla. "Our front to back panel approach does a great

shrinkage, an area that PRE excels, in part controlled through a

job in communicating to consumers, 'This is going to taste

unique barcode. Unlike most meat suppliers, PRE's nine SKUs

great, and I can do it!'"

weigh the same, allowing better tracking. According to Lebovich, PRE competitors-both grass- and grain-fed-are focused

Roughly two-thirds of meat bought in the U.S. is at super-

on price and shelf, whereas PRE's data-driven model treat beef

markets and mass merchandisers. Currently in about 650

is unusual in the meat world. In fact, most of PRE's manage-

stores across 20 states, including major merchandisers Mey-

ment came from the CPG sectors other than fresh meat, such

er's and B.J.'s Wholesale Club, PRE still only reaches roughly

as his first hire who previously oversaw Johnson & Johnson's

2% of overall retail distribution. "That's a lot room to run,"

beauty care brands. "She wanted to make beef beautiful," says

sums up Lebovich. x

Lebovich, who also wanted to make PRE products literally
transparent through customized Cryovac packaging that

For more information, visit

allows the buyer to inspect the meat from all sides, which had

www.pre-brands.com | www.ciulla-assoc.com |

been introduced by PRE's first agency.

www.marianos.com

BXPMAGAZINE.COM


http://www.pre-brands.com http://www.ciulla-assoc.com http://www.marianos.com http://bxpmagazine.com

Table of Contents for the Digital Edition of BXP - June/July 2017

Bxp - June/july 2017
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: The Stride Ahead
Deeper Connections
Category Disruptor
The Debate: Disruptive Innovation , Marketing and Brand
The Toolbox: Luxury
Index of Advertisers
The List
BXP - June/July 2017 - Intro
BXP - June/July 2017 - Bxp - June/july 2017
BXP - June/July 2017 - Cover2
BXP - June/July 2017 - 1
BXP - June/July 2017 - Contents
BXP - June/July 2017 - 3
BXP - June/July 2017 - 4
BXP - June/July 2017 - 5
BXP - June/July 2017 - Editor’s Letter
BXP - June/July 2017 - 7
BXP - June/July 2017 - 8
BXP - June/July 2017 - The Scene
BXP - June/July 2017 - 10
BXP - June/July 2017 - 11
BXP - June/July 2017 - 12
BXP - June/July 2017 - 13
BXP - June/July 2017 - 14
BXP - June/July 2017 - 15
BXP - June/July 2017 - 16
BXP - June/July 2017 - 17
BXP - June/July 2017 - 18
BXP - June/July 2017 - 19
BXP - June/July 2017 - Chief Experience Officer Series: The Stride Ahead
BXP - June/July 2017 - 21
BXP - June/July 2017 - 22
BXP - June/July 2017 - 23
BXP - June/July 2017 - 24
BXP - June/July 2017 - 25
BXP - June/July 2017 - 26
BXP - June/July 2017 - 27
BXP - June/July 2017 - 28
BXP - June/July 2017 - 29
BXP - June/July 2017 - Deeper Connections
BXP - June/July 2017 - 31
BXP - June/July 2017 - 32
BXP - June/July 2017 - 33
BXP - June/July 2017 - 34
BXP - June/July 2017 - Category Disruptor
BXP - June/July 2017 - 36
BXP - June/July 2017 - 37
BXP - June/July 2017 - 38
BXP - June/July 2017 - 39
BXP - June/July 2017 - The Debate: Disruptive Innovation , Marketing and Brand
BXP - June/July 2017 - 41
BXP - June/July 2017 - The Toolbox: Luxury
BXP - June/July 2017 - 43
BXP - June/July 2017 - 44
BXP - June/July 2017 - 45
BXP - June/July 2017 - 46
BXP - June/July 2017 - Index of Advertisers
BXP - June/July 2017 - The List
BXP - June/July 2017 - Cover3
BXP - June/July 2017 - Cover4
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