Fallon’s Win Designed By Duffy

Fallon McElligott’s Duffy Design unit proved instrumental in helping the agency win a $10-20 million corporate branding account from IBP, Dakota City, Neb., the world’s largest supplier of fresh beef and pork.
“Given our task of building a completely new brand, [Duffy Design] would play a key part,” said Jack Dunn, president of IBP’s Value Added Products Group.
Fallon was chosen after a review that included Chicago shops Foote, Cone & Belding and DDB Needham.
While those agencies also offer design capabilities, Dunn said Fallon’s relationship to Duffy Design set it apart. “We like the idea that Duffy is integrated into the agency,” he said.
A branded, prepared food line is a new venture for IBP, which traditionally sells boxed meat to retailers who sell it to consumers under no specific brand name.
But the company is now looking to create its own branded line of “value-added” retail products, from branded cuts of meat to prepared meals, Dunn said.
There’s no timetable for the project, and it could be a year before the branded products hit store shelves, Dunn said. “We’d rather be slow and right than fast and wrong,” he said. Substantial studies will be done to “understand consumers’ feelings when he or she interacts with meat products,” he added.
Fallon and Duffy Design will work on creating packaging and a name for the new line, Dunn said.
IBP’s decision to create and market its own line of branded meats follows similar efforts by companies in the poultry industry, said Dunn, who came to IBP from chicken giant Tyson Foods. Tyson is a Needham client.
The decision to get into branded products also follows an increased push from the National Cattlemen’s Beef Association, which last year said it would spend $25 million on advertising to encourage consumers to eat more beef [Adweek, Nov. 23].
Key to that campaign are food retailers. The NCBA hopes they will allot more space to ready-made beef products, such as microwaveable pot roast, precooked barbecue beef, and convenience foods, including “Rotiss-A-Roast” beef, which is intended as a competitor to the rotisserie-cooked
chickens sold at deli counters.