Industry

  • Beverage
  • Agriculture

Service

  • Brand Development
  • Marketing
  • Social Media
  • Strategic Communications
  • Brand Strategy
  • Public Relations
  • Packaging
  • Content Creation

Reinventing Retail for King Brothers Dairy

King Brothers Dairy is a small-batch, single-source dairy serving regional grocers and their local community. The family-run dairy is operated on a century farm, providing a variety of dairy products as well as operating a farm store. Sustainability is important to King Brothers Dairy and they are committed stewards of the land as well as being passionate about the health of their cattle.

The Challenge

King Brothers Dairy sought to expand the brand’s presence in the retail marketplace with fluid milk products and ice cream. Their goal was to build greater awareness of their products throughout upstate New York, attract new retail and restaurant opportunities, drive traffic to the retail stores and shops that carry their products, and increase the velocity of their products on current shelves.

Our brand analysis noted the visual identity did not stand out in the dairy cooler as well as it could. As the brand sought to expand strategically, we determined it would be most beneficial to revitalize its existing visual identity for a wider audience.

The leadership team wanted a nod to their old brand, which included a beloved crowned milk bottle, but with a refresh in typography and color palette for a more modern, flexible logo.

The Results

1,843,054


Facebook page
impressions in 2023

386,463


Instagram impressions in 2023

18.4%


Facebook audience growth

How We Did It

We began our engagement with King Brothers Dairy in 2021 with a brand strategy, digging into local competitors, aspirational brands, customer preferences, and consulting on new product development opportunities. We then embarked on a rebrand, including a refreshed visual identity, packaging, and strategic marketing material. 

King Brothers Dairy has a remarkable fan base in Upstate NY. Their customers actively seek them out so we leaned into that, focusing our efforts on making it easier for their fans to find King Brothers Dairy in their community. In refreshing their identity, we made the brand name more readable and recognizable, leaning into the crown that symbolizes the King brothers. In carrying that identity through to the fluid milk packaging, we continued the crown concept on the labels.

In addition, Agency 29 has provided public relations support, identifying newsworthy promotions, creating media releases, and distributing the same to regional and national partners. Campaigns included the Best Chocolate Milk in New York State in 2022 and the annual School Milk Donation program in Schuylerville, NY among other initiatives.

Agency 29 collaborated with the in-house social media manager at King Brothers Dairy, allowing King Brothers Dairy to focus on farm store promotion. The agency created social media posts, both organic and paid media, that focus specifically on brand awareness, the brand’s retail products, and seasonal promotions. We also helped King Brothers Dairy’s sales efforts with additional marketing materials.

Recognition

King Brothers Dairy won First place for their Distributor Sell Sheet in the category of Brochures, catalogs, etc., directed at dealers, distributors or sales reps or others serving agribusiness, for the Eastern region of the National Agri-Marketing Association (NAMA). It also received an Honorable Mention for its Rebrand from Hermes Creative Awards.

King Brothers Dairy is a family-run dairy and farm store in the small town of Schuylerville, NY. Their award-winning milk is rBST and antibiotic-free. King Brothers Dairy prides itself in bottling milk from cow to cup within a few hours to deliver the freshest dairy products possible. Learn more at kingbrothersdairy.com.

We Couldn’t be Happier With the Ongoing Support

Partnering with Agency-29 has transformed our approach to our brand awareness and marketing efforts. Their strategic campaigns and creative content have helped increase our visibility in the market. We couldn’t be happier with the ongoing support they have provided, and we highly recommend their expertise for anyone looking to elevate their brand presence. Rebecca King, Manager, King Brothers Dairy