Perkins, New England's largest independent wholesale distributor of foodservice and maintenance supplies, has unveiled its new corporate identity and positioning campaign, themed "Our People Deliver More." Developed in collaboration with Devine & Pearson (D&P), a Quincy-based strategic communications agency with a 25-year heritage in the food industry, the program focuses on broadening the perception about Perkins to the full service distributor it is today.
Elements of the campaign include a contemporary corporate logo and signage for the company’s new headquarters in Taunton, Massachusetts, powerful truck graphics with a supplier sponsorship component, a customer-friendly Web site with simple navigation, a distribution facility announcement brochure and other communications materials.
"The graphics will start appearing on the Perkins' fleet this fall," according to Jon Olson, D&P vice president and creative director. "All trucks will have strong Perkins branding and positioning, but the intriguing part is the use of images of Perkins' employees 'delivering more' by showcasing the variety of products and services."
The truck back graphic, an image of a fully stocked vehicle, also communicates the depth of the portfolio from specialty and prepared foods to foodservice disposables and sanitary supplies. And for the company’s suppliers, it provides a promotional opportunity through logo sponsorship.
The Web site, www.perkins1.com, is up and running and bringing the "people delivering more" concept to the Internet through visuals and graphics. The information is easy to navigate and focused on customers seeking company news and information, product specifications for the 12,500-item portfolio and online ordering capabilities.
"Our collaboration with D&P has brought the essence of Perkins to life," adds Kevin Soares, Perkins' director of communications. "Our individual and collective commitments to excellence differentiate this company in the marketplace and D&P has truly captured that with our new positioning."
Also supporting the program is a new distribution center brochure, which celebrates the building project, and a full complement of corporate communications pieces.
