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  

While our advertising lit up the phones with prospects, our internal branding campaign rallied To-Jo’s workers behind the new brand. Our expansive new booth design delivered the company’s highest-ever trade show visibility. Also unique was its built-in conference room, where customers, prospects and invited guests could meet, do business or collaborate-surrounded, of course, by To-Jo branding. The room was booked all day, every day. AB&C’s comprehensive branding program helped To-Jo mushroom from a small-time vendor to a big-time player with innovative ideas for its customers.

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Branded ad
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Branded ad
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Branded trade show booth.