In the past ‘brand stewardship’ denoted maintenance of a brand. For Catalyst, it’s a much more precise and active role.
Identifying and understanding the essence of the brand. Knowing why the brand occupies a space that no other brand could. It’s about singing the brand promise with every communication and showing it not just through marketing but through the company culture itself.
BACKGROUND
As a consequence of a period of sustained growth, the F.X. Buckley brand had been through rapid evolution. It needed to be given refocused and to regain its singular place in the Irish consumers’ minds.
Challenge
THE CHALLENGE
Working in partnership with the client, we identified what set F.X. Buckley apart – history and quality. Buckley’s Butchers were mentioned in Joyce’s ‘Ulysses’.
This is an iconic Dublin brand. We gave fresh prominence to the original FX Buckley strapline: Meat Par Excellence. This adapted across the range of brand offerings. Steak par excellence. Wine par excellence. Beer par excellence.
Because it was based on two fundamental realities – a family history in meats and fine foods going back to the 18th century plus a timeless and unassailable reputation for quality – it meant that the propositions rang true. It also meant it was a space only F.X. Buckley could occupy.
SOLUTION
With a sharpened and unique brand identity, we have been able to standardize all marketing collateral, expand on the brand story and allowed F.X. Buckley to move into new developments such as participation in the Taste of Dublin festival (at which they won Restaurant of The Year 2016), underpinned by consumer belief in their singular brand strengths.
