Ottevanger is one of the world’s leading milling engineering companies in the animal feed segment. This fast-growing family-run business has spent several years on the acquisition trail, buying seven complementary companies and extending its production technology expertise into food and other emerging business areas – across all corners of the world. The company needed to group and consolidate its eight separate companies, without losing the market power of these individual brands. How to create brand synergy?
The solution
Creating an umbrella-brand
Based on a market and strategy scan we developed several branding scenarios. The company’s management team decided to group and consolidate its eight separate companies under a single, powerful brand with global appeal: Triott. Mark Partners positioned the Triott Group in a way that truly resonates with the global feed and food marketplace. From here, we devised and delivered an extensive launch campaign that included a new web site, promotional movies, advertising and collateral, public relations and event booth design. The common creative theme was based on a simple premise: outstanding craftsmanship is the same in any language.
The result
Successful launch in Cologne
The launch of Triott Group was greeted with major industry and media fanfare – and the company is now well-placed to continue its goal of driving growth, especially in emerging international markets. All this has been bolstered by several repositioned products that are generating significant sales.
“The team at Mark Partners was able to understand us and really get under the skin of our business – acting as an extension of our own team. They not only provided invaluable advice but were able to execute that advice through great creative work and campaign materials.”
