Basic American Foods

Challenge

If you’re not in the business of Food Service, it’s likely you’ve never heard of Basic American Foods. But with partners that range from America’s favorite restaurants like Waffle House and KFC, to schools and hospitals of all types, Basic American Foods is behind some of the best and most loved comfort foods on earth. But after having been in business since 1933, a new leadership team decided it was time to give their exterior a healthy dose of love and attention as they looked to the decade ahead.

Result

What started as a functional brand designed to communicate the basics around cook time, shelf stability and ingredients, became a dimensional brand about championing the cooks who serve thousands of people throughout North America every day—a brand about heroes, a brand about mealtimes and a brand about delicious food that people love. It was clear almost immediately that this radical shift in thinking was relevant to almost every part of the organization and we established a partnership to help share, embed and nurture it. From a fresh perspective on how they communicate externally, to a new visual look and feel, to a redesigned office space and a relevant health and wellness program, we helped Basic American Foods embrace their role to help support and promote the people who make the best meals around.

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“The Bulldog Drummond team did a fantastic job of guiding the articulation of our company’s vision, mission and values. They took the time to really get to know us, our customers and our capabilities so that we could craft a galvanizing message that is both authentic to our history and aspirational for our future.”

—Bryan Reese, President & CEO