Client: Mann’s

Defending a Brand Against Genericism: How We Reclaimed the Broccolini® Name for Mann’s

The Challenge

In the competitive world of produce, maintaining brand integrity is paramount. Mann’s faced a unique challenge: their trademarked product, Broccolini®, had become so popular that the name was at risk of genericism. The food industry had begun using “broccolini” as a generic term for baby broccoli, diluting the brand’s distinctiveness and jeopardizing the value of Mann’s trademark. Our mission was clear: reclaim the Broccolini® name, defend it against genericism, and reinforce Mann’s position as the sole provider of this premium product.

The Strategic Solution

To protect and elevate Mann’s Broccolini®, we crafted a multifaceted campaign that was both assertive and educational, designed to resonate with food professionals and build lasting brand affinity.

  1. Quick-to-Market Digital Advertising:
    We recognized the urgency of the situation and swiftly launched a digital advertising campaign that emphasized the trademark status of Broccolini®. Our ads were strategically placed across platforms frequented by food industry professionals, using compelling visuals and concise messaging to drive home the importance of proper terminology. This quick-to-market approach ensured that Mann’s message reached the right audience at the right time.
  2. Bold Yet Friendly Print Ads:
    To complement our digital efforts, we developed headline-driven print ads that were bold in their assertion yet friendly in tone. These ads appeared in key trade publications, where they captured the attention of industry insiders. The messaging was clear: Broccolini® is a name to be respected and protected, and Mann’s is the brand that defines it.
  3. Targeted PR Campaign:
    Understanding the importance of influence within the food industry, we executed a targeted PR campaign that focused on trade publications. Our goal was to educate and inform, positioning Mann’s as the authority on Broccolini®. Press releases, expert interviews, and thought leadership pieces were crafted to reinforce the brand’s ownership of the name and its commitment to quality.
  4. Informative Campaign Landing Page:
    To centralize our efforts and provide a resource for further education, we created a dedicated campaign landing page. This page was packed with information about the Broccolini® trademark, including its history, legal guidelines, and the superior quality that comes exclusively from Mann’s. It served as both a defense of the trademark and a celebration of the product, encouraging food professionals to align themselves with the brand that pioneered Broccolini®.

The Impact

The campaign was a resounding success, achieving over 1.3 million total impressions and exceeding digital advertising goals by 90%. The overall campaign performance reached an impressive 170% of the initial targets. Through strategic, targeted efforts, we not only defended Mann’s Broccolini® against genericism but also strengthened the brand’s presence in the food industry.

This campaign serves as a testament to Mann’s commitment to quality and the power of strategic branding. By reclaiming the Broccolini® name, we ensured that Mann’s remains synonymous with the superior flavor and quality that only their trademarked product can deliver. After all, there’s a reason why results are our trademark.

Categories: Creative Services, Digital Advertising, Social Media Marketing