A 30-year-old large format butcher with 18 stores across Melbourne Metro region, Tasman Market Fresh Meats was stuck with an older, poorer demographic and was missing out of a large chunk of grocery buyers – young mums. Tasman needed a brand refresh to attract this target market. Starship created a brand strategy, a brand revisitation which included a clear navigation to help people better shop Tasman and put a strong focus on provenance to build trust in the brand. Tasman was repositioned as the heart and soul of family life thanks to our ‘Let’s meat up’ proposition. This appealed to the target market’s desire to spend more time with their family. The playful and engaging call to action was rolled out across digital and print collateral.