Cornish dairy planning total brand relaunch

One of the most successful dairy operations in Cornwall is all set to milk the creative drive and implement two of the strongest communication agencies in the country; Excess Energy and Absolute.

Trewithen are planning a national relaunch of their brand later in 2012 and these two agencies will be working hand in hand to deliver the branding and design requirements, as well as launching an exciting social media and PR campaign.

Trewithen are a family business that can be classed as pioneering as they are currently evolving with a second generation input as well as a recent £5.7m investment they have received from the Regional Development Agency.

The company is the 3rd largest direct buyer within Cornwall, employing more than 90 staff and delivering between 80-120,000 litres of milk every day. Until now, the dairy has been building up the business without developing an extensive communications strategy and brand, but that is changing this year.

The dairy ran an extensive tendering process with seven major agencies pitching for the work. The combination of Absolute and Excess Energy, with their joint experience in the creation of award-winning food and drink brands, coupled with their creative and effective implementation of PR and online strategies, won them the work. Absolute will create a new ‘Trewithen World’ and run their look and feel across a range of different mediums.

Excess Energy is in the process of building a PR and social media launch and ongoing communications campaign that will run across several platforms, and start to tell the intriguing Trewithen stories to a varied set of audiences. Post-launch both Absolute and Excess Energy will work with Trewithen for a further initial 18 months running an ongoing press office and design programme.

Owner of Trewithen Dairies, Bill Clarke, said, “2012 is set to be a pivotal year for Trewithen and for all our valued farmers. We have come a very long way without a definite concentration on branding and communications and with our extended dairy and our much appreciated RDA grant, we can now put these processes in place. We were highly impressed with all of the agencies that we met, and felt blessed to have such high quality, creative talent in Cornwall. However the collaboration of Absolute and Excess Energy provided more than we were looking for and they had that extra dose of strategic creativity and passion that we feel we need. We’re all very much looking forward to seeing their concepts becoming a reality in the very near future.”

Absolute Creative Director, Helen Blake, said, “Trewithen is one of the most successful, and exciting, food and drinks brands in the county and it is a rare opportunity to create such a major brand evolution. We’re relishing the chance to do to this and are really extending the creative process to create some stunning results.”

Founder of Excess Energy, Rhona Gardiner, said, “We’re really excited about the fact that Trewithen is up for a full brand re-launch and for a totally different approach to their communications, whilst delivering a really effective business result. This is a perfect opportunity for us to showcase what can be done with the ‘double whammy’ approach of Absolute and Excess Energy in collaboration.”