The Story  

This regional, family-owned grower wanted to grow its industry market presence and came to us for a complete rebranding, including a logo, a new marketing campaign, internal communications and a new booth for the upcoming PMA Fresh Summit trade show at Chicago’s McCormick Place. To-Jo saw itself merely as a supplier. But our research with its customer base revealed To-Jo was actually perceived as an integral part of its customers’ success.

The Strategy  

Our thinking was to reposition To-Jo as a collaborative partner that offered more innovative sales support, customer service, category management, new product blends and recipe ideas. We created a new theme for the added value their thought leadership brought to the table: “The freshest thinking in fresh mushrooms.”

The Success  

Our marketing campaign generated new leads for the sales team, while our internal branding campaign rallied To-Jo Mushrooms’ employees behind their new brand. Our expansive new booth design delivered the company's highest trade show visibility and featured a built-in conference room where customers, prospects and invited guests could meet and collaborate. The room was booked all day, every day. AB&C's comprehensive branding campaign took To-Jo Mushrooms from a small vendor to a large player in their industry.

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Branded ad
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Branded ad
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Branded trade show booth.