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Schneiders debuts new branding

Mississauga-based meat products company Schneiders has begun a rebranding initiative focusing on "authentic food craftsmanship." The effort references the brand's history dating back to 1890 and its use of hardwood smoking techniques and original recipes. The rebranding includes new packaging and a redesigned logo. The new branding will be introduced at a series of community events nationally through the summer and fall.

"Our team has worked extraordinarily hard to make Schneiders meats better than ever," said D'Arcy Finley, the company's vice-president of integrated marketing. "Juicier, smokier, spicier, whatever the original recipe warrants. To honour that authenticity, and the provenance of these premium products, we wanted our marketing campaign to be as genuine as possible. The creative team traveled to Schneiders facilities to see firsthand how the food is made. Whether it's hand-rolling salamis or slow-smoking bacon, our craftsmanship credentials are worth celebrating. This hard work is reflected in how we are marketing the brand."

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