The opportunity:

ERA Group represents a variety of high quality food service equipment brands in Atlantic Canada. In order to showcase their equipment brands and to bring awareness to their own name, ERA approached us to help them increase awareness and position them as a highly knowledgeable and experienced source for food service smallwares and equipment.

The Strategy:

Because they serve a highly competitive restaurant industry, ERA wanted to make sure that chefs, managers and line cooks could experience their quality brands in person so they could trust that they are well equipped to perform at their best for every dinner service. This involved positioning ERA as a hands-on, high performance brand providing a unique learning experience to help pair chefs, food managers and line cooks with the precise brands they need for peak performance.

The result:

A new endeavour was launched featuring a custom culinary test kitchen where chefs and other food service professionals could experiment with ERA’s equipment brands in person in a real workplace environment. This new venture would be a new and unique experience in Atlantic Canada. In addition to the new test kitchen, a full visual rebrand would help position ERA as a true high performance name to chefs and other food service professionals and help ERA stand above its growing class of online and local competitors. ERA’s new image is centered around the tagline and brand promise of “Experience your perfect pairing.”