Shelf Help Pod: Andrew Thomas - Rebranding a $400M Meat Snack Leader

How do you run a rebrand for a $400M (30,000 door) brand?

Andrew Thomas just orchestrated a rebrand for Archer (formerly Country Archer), one of the fastest-growing brands in the meat snack space.

Andrew, the VP of Marketing at Archer, joined Shelf Help, to offer up a masterclass.

He breaks down the strategy behind dropping “Country,” the rebrand process from beginning to end, and what it takes to execute a full pack change across mass, club, and natural channels.

We also dive deep into how to win and what’s changing at Target, Walmart and Whole Foods, and C-stores, and how Andrew uses an “agency recruiter”.

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The link to the full episode is linked above. Make sure to follow on Apple, Spotify and Youtube to be the first to know when a new episode drops.

Keep an eye out for clips of all the key highlights on Linkedin and Youtube.

For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - give us a shout!

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