This post is sponsored by Mayfield Creamery.
Authenticity is high on consumers’ lists when shopping for food, and having a compelling backstory can help brands connect with consumers and differentiate their products from others on the shelf. The appeal of authenticity to today’s consumer inspired Dean Foods to rebrand its southern homemade ice cream brand, Mayfield Creamery, reverting to its original name from when it was founded 94 years ago.
For the millennial shopper, authenticity translates to transparency, quality and a rich history, and 100% of millennial shoppers said they frequently purchase food and beverage brands they list as authentic, according to a 2016 survey by Watershed Communications.
“Millennials want simplicity and consistency -- not just small, indie brands,” said Lisa Donoughe, Watershed’s principal and founder.
Dean Foods recognized that the attributes millennials are looking for in food products are inherently part of Mayfield Creamery’s DNA, but the brand’s authenticity wasn’t coming to the forefront with its current branding and packaging graphics.
“We did a lot of consumer research as we were trying to understand the opportunity to expand the brand’s footprint across the south. One of the things that led us to transition back to our founding name, Mayfield Creamery, was discovering that millennials crave brands with rich, authentic backstories,” said Mark Schneider, ice cream marketing director for Dean Foods. “We firmly believe that the brand restage will resonate with our core consumers, as well as new consumers as we expand into new markets.”
In addition, by changing the name back to Mayfield Creamery, Dean Foods is able to reinforce its dairy credentials, which is also meaningful to consumers. Mayfield Creamery ice creams are made from recipes perfected over three generations using fresh cream from the Mayfield Dairy.
“Although Mayfield Creamery ice cream has rebranded and refreshed its packaging, customers can still expect the same great taste that generations of southern families have grown to love and trust since 1923,” Schneider said. “Each batch of Mayfield Creamery ice cream starts with fresh cream from our own dairy with no artificial growth hormones and a classic recipe that has been perfected over three generations.”
Fast forward to today, and Mayfield’s third-generation family member Scottie Mayfield is featured in new digital and TV advertising for the brand that focuses on the product quality story through the lens of Mayfield Creamery’s unique flavors. These ads communicate Mayfield’s storied heritage and commitment to making quality, unique ice cream. In addition to classic flavors inspired by the brand’s southern roots, Mayfield also offers a range of new flavors designed to appeal to modern palates, such as Sea Salt Caramel Cheesecake and Lemon Ice Box Pie.
“Over the years, Mayfield Creamery has offered signature and classic ice cream flavors that our fans crave and developed exciting new recipes inspired by southern dessert traditions,” Schneider said. “We also offer a variety of limited-time-only flavors, to keep our customers coming back for more.”
New packaging with a logo adapted from the iconic Mayfield Dairy Farms logo will be part of the rebrand, as will an elevated presence on social media platforms. Parent company Dean Foods will use the name @MayfieldScoop on Facebook, Twitter and Instagram to connect with brand fans.
To further spread the word about the rebrand and help expand Mayfield Creamery into new markets in Texas, Arizona, Oklahoma and New Mexico, Dean Foods is launching a mobile sampling tour across multiple Southeast markets. Mayfield Creamery is also partnering with two baseball teams -- the Atlanta Braves and the Frisco RoughRiders, a Minor League Baseball team in Texas.
“By partnering with both the Atlanta Braves and Frisco RoughRiders, we are helping fans celebrate everyday moments and victories, on and off the field,” Schneider said. “At Mayfield, we honor traditions, which is why it was a natural fit to serve our brand at these ballparks, where fans can pair America’s pastime with one of America’s iconic desserts.”
If you enjoyed this article, join SmartBrief's email list for more stories about the food and beverage industry. We offer 20 newsletters covering the industry from restaurants to food manufacturing.