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Delta Pride was one of many catfish producers struggling to differentiate itself in a commodity category – facing stiff competition in the form of basa, an import from Vietnam. They came to GodwinGroup to give their product a little personality. They ended up giving it an entirely new identity.
In-depth BrandQuest™ sessions lead to an enhanced positioning strategy for the company, complete with a new personality and brand promise. After extensive logo work, new photography, collateral, packaging, brand Web Site development and PR, Delta Pride soon became known as America’s Premium-Raised Catfish.
Today, Delta Pride has moved far beyond providing a product relegated to the fryer, next to hushpuppies and french fries. They’re now the premier catfish supplier to white-table restaurants across the country. In addition, they’ve substantially increased product penetration at the retail level, thanks in part to their consumer-friendly branding site – now one of the most referenced sources of catfish recipes and cooking information on the Web.
The Work
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