BERTHA Ovens, manufacturers of charcoal ovens for the hospitality industry, is a young and dynamic business in a well-established industry and category. They are not only competing against other charcoal oven manufacturers, but also with other pieces of kitchen equipment, where commercial kitchens can be quite small and floor space is at a premium.
However BERTHA has the advantage of being very different in terms of its look, size and performance. The flavour profile you create from cooking on a BERTHA is like nothing else on the market, and it is already receiving rave reviews from leading industry names such as Tom Aikens.
Initially engaged to help support the brand at Hotelympia, it quickly became apparent just how much value TBD could bring to the brand – providing strategic input on how to support the brand’s global expansion plans.
TBD immediately identified an opportunity to help the business grow in this critical stage, and undertook the following initiatives:
As is typical of any challenger brand, spending the marketing budget creatively to help achieve maximum reach and engagement is critical for brands during growth stage.
TBD began by distilling down the existing brand. Conducting an extensive brand audit, reviewing the positioning, messaging, identity, tone of voice – as well as understanding the broader competitive set and carving out the space for opportunity to stand out.
TBD undertook a full rebrand exercise – to really uncover the personality behind BERTHA. This quite rugged bit of kit, goes against the grain. It’s not stainless steel like most pieces of kitchen equipment and not mass produced on a production line – it is moulded, shaped and hand built in Britain for total performance and durability.
All messaging was reviewed, consolidated and stylised to give BERTHA a distinct style and tone of voice. This was then integrated with custom created CGI imagery that added an extra dimension of stand out and uniqueness from anyone else in the market.
TBD is now planning a full marketing and ongoing comms campaign to support the brand, engage with chefs, attract international distributors and firmly position itself as a must-have piece of kitchen kit which will deliver all the latest flavour trends.
The new brand and website has just launched and is already receiving great feedback. You can see the new website here: www.berthaovens.com
Watch this space for some of the exciting developments with the BERTHA brand from TBD.
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