A Promise Made Is a Promise Kept

Grain Craft is our country’s largest independent miller of flour and has over a century of history. They have a long-time tradition of working with America’s wheat farmers to grow and harvest quality wheat and to work together to advance regenerative farming practices.

A Deeper Understanding

To gain a deeper understanding of the brand and its purpose, we conducted a discovery session with Grain Craft’s and Maycreate’s senior teams. Our session revealed the following. The company is well respected in the industry and is known for doing the right thing and not compromising on product quality, farmer, and baker relationships and their team members.  In addition, their key differentiators were quality, consistency, relationships, and commitment to longevity of the wheat and flour industry.

A Distinctive and Memorable Tagline

With these findings and our client’s approval, the agency’s team went to work on concepting a distinctive and memorable tagline. Surprisingly, the line evolved from our internal research and discovery sessions, “Flour Without Compromise.” It spoke to Grain Craft’s authority, dedication, and quality, and gave us an added advantage, to incorporate the words, “Our Promise.”

A Brand That Can’t be Missed

Next came concepting and producing their advertising campaign. The primary deliverable was focused on print ads. Grain Craft provided the agency with examples of the magazines and the ads that were featured on their pages. Our task was finding a distinctive way for their brand to stand out, as readers flipped through the various publications.

Nothing Mellow About this Yellow

We needed an idea that would stop readers. One of Grain Craft’s distinguishing brand colors was a vibrant yellow. So, Maycreate’s team pitched using this color as a not-so-subtle background. In addition, they also suggested utilizing bold, graphic illustrations that were unique and stood out in the crowded publications filled with their competitors high contrast photos of food, people preparing meals, or wheat fields. And our standing headline for print, digital, and collateral?  “Flour Without Compromise.”

Our Client’s Response?

They immediately latched on to the standing headline and liked its visual treatment. They also felt it rang true to who they’ve been and who they are now. And although the yellow background and illustration style were bold and different directions, they took the leap. After all, they are the confident and true leader in the industry.

Ready to Build an Unforgettable Brand?

Then it’s time you connected with one of our knowledgeable Brand Strategists. Reach out to John Wagoner or Aaron Petticord now or give Maycreate a call at 423.634.0123.