While only a relatively new player in Western Australia, Jesters Jaffle Pie Company has undergone a brand reposition in the past 12 months to further drive sales and product innovation.
Jesters switched advertising agency from Marketforce to Core Marketing late last year, and at the same time assessed its market position.
Core Marketing, after producing strategic market research, devised a brand strategy and advertising campaign that shifted Jesters’ focus from pointing fun at fast food outlets to communicating the quality, and healthy, products it sells.
Core Marketing managing director Yvonne Renshaw said international trends showed more people were choosing to eat healthy food.
“It’s blatant and it’s worldwide and it’s for everything from gourmet to fast food,” she said.
Jesters’ position statement was changed from ‘Jesters Get Real’ to ‘Funny name, Serious Pies’, and a $500,000 television campaign was launched this year to educate consumers about the quality and healthy pies Jesters produces.
“They are made from the best ingredients and we’ve got seven Heart Foundation ticks, which are not easy to get,” Ms Renshaw told WA Business News.
Jesters general manager WA Rob Moran said the company was continuing to expand.
In the past 12 months it has opened 10 stores in Victoria and three in WA, taking store numbers in this State to 33.