Projects: JISC CETIS

	Helping a great Butcher become the Best Butcher’s in Britain!

Brian Fields started “Fields of Anlaby” in 1994 with an ambition to specialize in free range, traditional and rare breed meats. This he did, winning many accolades by taking his trade to the highest level. In 2008 he’d received feedback from the organisers of the Butcher’s Shop of the Year Awards, that his brand marketing could be improved.

Not one to sit on his pork chops, he had it in mind to do something about it. Luckily, we had just met, as I am also a big fan of his Pasties!.. and so the briefing process began to look at his on and offline branding.

As Hull’s only member of the prestigious Butchers Q Guild, his standards are very high and people love his product range. With Quality being the dominant factor keeping the loyal and often well healed clientele coming back for years, I set about making sure the previous name style (taken from the shop sign) was set into a ‘tag’ shape and given a rallying new strap line - “when Quality Matters”. Also referencing the growing bakery section. Which a lot of people didn’t know was produced in house.

Visit the Fields of Anlaby Website

I then set about creating a content managed website to match the traditional tone of the shop, referencing the high quality shop front signage as a major graphic element. And, giving the bakery section a new more prominent position on the homepage.

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One of the biggest challenges was to show the full range of his products. So I designed a novel product gallery slideshow which not only showed the product description on image rollover but would provide a .pdf product info. sheet when clicked, which could also be printed off as a reminder. All 108 of them!

To keep in touch with the loyal fans of the business, the Fields Club was created. Which people sign up for on the website and in the shop, to receive email offers and promotions ahead of the crowd. Which is now up to 300 plus and growing steadily every month!

Next, Brian asked me to design and print some literature to help people see that his easy to prepare Meal Solutions were perfect for the busy lifestyles of his customers. A 28 page, 5 colour booklet was produced, featuring a specially commissioned water colour illustration of the front of the shop. This booklet not only became a great talking point when customers were being served, but also promoted the quality message and offer to those who saw it later in the home.

Pages

Additional advertising and in-store promotions were also developed to promote the site and keep the momentum of interest going.

Delivery

All together the work done has not only elevated his brand communications to the same level of his product and service offering, but culminated in him finally winning the “Butcher’s Shop of the Year Award!”