Cobblestreet MKT.

A deli brand reclaims its relevance

With on-the-go eating a mainstay and a related resurgence in sandwich orders, IMA – a makeup of broadline foodservice distributors who share an exclusive brand portfolio – looked to increase deli goods sales. They needed a brand overhaul to do so.

Before

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After

Before

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After

Beginning with a buyer-driven strategy, we kept the lights on for Cobblestreet MKT. – a deli brand of meats, cheeses, and artisan snacks and soups – repositioning and revitalizing the brand to be more competitive in the “new convenience” era.

We had to overcome the perception that relative to national brands, Cobblestreet MKT. wasn’t relevant to the contemporary restaurant operator or didn’t meet consumer demand for premium provisions, such as all‑natural meats, artisan cheeses, or more artfully prepared deli sides.

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The foodservice buyer needed to know that Cobblestreet MKT. could enable their business in a bigger way.

The meat of this rebranding was meaningful content.

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A tradeshow booth design that better modeled the fresh format experience which the new brand exemplified. A new packaging system design that established a higher level of clarity and value to the buyer. Effective distribution of more relevant communications to the sales force and broker teams that better enabled the sales conversation.

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Since launch, the rebrand has exceeded case sale growth YOY for our client.