Murray’s Cheese
A Division of Kroger Co. (NYSE: KR)
Famed New York specialty foods purveyor rethinks their brand and eComm business as online retail grows over 200% amidst a pandemic.
SERVICES
→ Fractional Executives
→ Brand Strategy and Development
→ Digital Marketing & Growth Strategy
→ Talent & Resource Design
→ Agency Consultation
The Ask
Famed New York specialty foods purveyor, Murray’s Cheese, a subsidiary of Kroger, and an 80-year-old company, rethinks the future of its brand and e-commerce business as online retail grows over 200% amidst a pandemic.
The Result
In November 2019, SOO was hired to audit Murray’s brand, which informed our first deliverable: a presentation of key insights and learnings about how the brand was represented in-store and online. In addition, SOO presented a recommendation for repositioning and relaunching the iconic Murray’s Cheese brand.
Subsequently, Murray’s signed-off on SOO’s strategy work, the redesign of the brand and a new eCommerce website. SOO was also retained to serve as mission control and lead the agency selection process (creative, digital & data), the redesign of both brand and eCommerce site (separate from the build) as well as the launch.
In March 2020, when all were hunkered down, Murray’s online sales skyrocketed, and virtual cheese tasting classes sold out in record time. Seeing the potential for an even greater online presence, Murray’s scoped SOO to bring to life a new experience for their online customers, paving the way for a seamless experience from online to in-store to home delivery.
SOO is currently leading the rollout of the new brand strategy across all internal and external channels and partners and advising executive leadership on team design for marketing, digital and content teams.
