Stew Leonard’s, “the world’s largest dairy store” and local CT / NY grocery chain icon was faced with replacing a money making chicken supplier in the all natural, antibiotic and preservative free segment.
Replace a successful, well known brand and recapture revenue lost with a new, untested private label product and do it with limited media support.
Name, design packaging and introduce “Naked Chicken”–an all-natural, antibiotic and preservative free, fresh chicken product.
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Immediately, and with minimal support, but with a strong in-store promotion and brand name, the product took off and surpassed year ago sales by 400% over the established brand it replaced. Stew Leonard announced it a Home Run and it has since spawned an entire line of “Naked” line extensions.