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Situation

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.

Challenge

Replace a successful, well known brand and recapture revenue lost with a new, untested private label product and do it with limited media support.

Solution

Name, design packaging and introduce “Naked Chicken”–an all-natural, antibiotic and preservative free, fresh chicken product.



Working with Harvey is like hiring a personal trainer, except instead of a training coach you get a brand coach. Harvey has helped us focus and refine our image.

~Stew Leonard, Jr., CEO, Stew Leonard's Foods



  • YES! I’D LIKE A
    FREE BRAND ASSESSMENT

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    nakedccostumecopy
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    Videos


    Stews Lobsters v1 from Propulsion llc on Vimeo.

    Corn-16×9-HD-H.264 Web from Propulsion llc on Vimeo.

    Beef-V4-H.264 for iPad 3Mbps Native from Brand Slam on YouTube.

    Results

    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.




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