SUCCESSFUL PRODUCT LAUNCH THROUGH ASHTONNE PACKAGING

CLIENT PROFILE :

Tony's Meats was founded in Antigonish, Nova Scotia in 1963. The Tony’s Meats brand of product can be found in many independent and large retail chains throughout Nova Scotia, New Brunswick, Newfoundland/Labrador and Prince Edward Island.

Tony’s currently employs 55 people in Antigonish, NS in their Federally inspected facility that currently processes fresh and processed pork and beef products across Canada. Their fresh products are marketed under the Tony’s brand and their processed products are marketed under the Tony’s and Mr. Donair brand names. Their processed products currently include over fifty products shipped throughout Atlantic Canada.
“The Original” (tm) Mr. Donair was created in the early 1970s by brothers Peter and John Kamoulakos, who immigrated from Greece to Halifax, Nova Scotia. Mr. Donair revolutionized the traditional Gyro creating the beloved Donair, a staple of the Nova Scotian culture.

Most recently, “The Original” (tm) Mr. Donair announced a landmark three-year partnership with the Pittsburgh Penguins of the National Hockey League (NHL). Through this collaboration, Mr. Donair will become the “Official Jerky of the Pittsburgh Penguins”. This marks a significant expansion for Mr. Donair into the U.S. Market, leveraging the Penguins large fan base to drive brand awareness and growth.

MARKET STRATEGY:

• Continue developing new fresh and processed products for Canada
• Develop new markets to sell existing and new products
• Leverage the popularity of their “The Original” (tm) Mr. Donair line of products in new markets, like the United States.
• Join forces with the right display and packaging partner.

OPERATIONAL SITUATION: How ASHTONNE Helped Tony's meats enter the U.S. Market:

Tony’s Meats was referred to Ashtonne by one of our partners. In conjunction with their partnership with the Pittsburgh Penguins, they had the need for a corrugated floor display for their “The Original” (tm) Mr. Donair Beef Jerky and Meat Sticks that would ship into the Western Pennsylvania market. We scheduled a tele-meeting with our Tony’s Meats marketing contact and our design and
project management teams to discuss their display project parameters. Our design team engineered an initial display sample around the Beef Jerky and Meat Stick samples that Tony’s had sent us. The first sample was a starting point that allowed Tony’s to fine tune what they wanted to sell in the display. We revised the sample a second and third time and then produced digitally printed samples for them to share with the Penguins organization. We went through one more round of changes to the display and performed an extensive ship test to validate the strength of the display before providing pricing for the display, assembly, and product pack fulfillment.

Upon receiving a purchase order from Tony’s meets to produce and fulfill the display, we provided them with the approveddie lines, so that their graphics team could prepare the final artwork for production. The display art was co-branded with “The Original” (tm) Mr. Donair and, Pittsburgh Penguins logos and graphics, which made a powerful merchandising statement. The Ashtonne design team also created comprehensive in-store assembly instructions to be included, so that store personnel would be able to easily set the product tray into the display base and attach the header properly.

While the display components were being produced, Tony’s Meats sent us the Beef Jerky and Meat Sticks that would be packed into the assembled displays. When the printed and die cut display components arrived, our design team built the first article and sent photos to the customer for approval. Once approved, we loaded the specified Tony’s product into the display and sent a picture for final approval by the customer. Our fulfillment team then assembled and loaded the display based on the approved sample.

The completed displays were shipped by our fulfillment team to four different locations specified by Tony’s Meats, and everything arrived at the retailers in a timely fashion.

CUSTOMER BENEFITS of Partnering with Ashtonne:

• Experienced retail display design and engineering
• Real world ship testing with product to ensure structural integrity
• In-store set up instructions to ensure that the display is properly set at retail
•  Structural die lines for seamless art file layover
•  Complete fulfillment services – warehouse management, food product integrity, assembly, product fulfillment and shipping
•  Comprehensive project management from start to finish

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