The Peddler’s Son, a well-known produce supplier in Arizona, has a history that began in the summer of 1988. With an early start in the produce industry from his hometown in Wisconsin, founder Ted Palmisano brought his vision of wholesale produce delivery to life by spending $3,000 on a delivery truck. From the back of his flatbed one-ton pickup, he built customized racks and assembled an open-air produce market. Ted’s commitment to customer service, quality, and honest pricing enabled his dream to grow.
As the business continued to boom, Ted enlisted the assistance of his brother Joe, whose background in finance helped Peddler’s Son progress to the next level. With Ted now able to focus on purchasing and warehouse operations and Joe overseeing sales and finance, Peddler’s Son was able to more fiercely contend with the competition while maintaining its customer-centric mindset. Today, the company boasts an annual revenue of over $50 million, with 130 employees and more than 35 vehicles serving Arizona and the Southwest.
When Peddler’s Son approached ON Advertising to assist them in overhauling their brand to make it more modern and competitive, we knew, because their background and way of doing business are as wholesome as the produce they sell, we could create something unique and wonderful for the company.
Redeveloping the Peddler’s Son Brand
The first item on the list was Peddler’s Son’s brand identity, including logo, color scheme, and brand voice. The goal was to create a look that embodied the Peddler’s Son culture while showing the company’s growth and sophistication.
ON Advertising’s Creative Director and Partner Eric Garcia described the design process behind the new look.
“We created a custom font that was a bit more modern while paying homage to Peddler’s Son’s past,” he said. “Utilizing red to reflect the original brand and green leaves to symbolize the company’s transition. We stayed away from creating trendy designs, so the branding can be appreciated for a longer period.“
Creating a New Website to Highlight the Peddler’s Son Brand
While Peddler’s Son’s previous website generated traffic for the company, the site failed to convey the company’s competitive advantages. The ON Advertising team examined several of their competitor’s websites to see how their competition was presenting their brands. We knew that Peddler’s needed to create an engaging UX (user experience) that had compelling messaging and easy-to-follow design.
Peddler’s Son has a strong presence in several industries, including healthcare, education, restaurants, and catering. So we geared the company’s brand tone of voice towards these industries by incorporating effective SEO practices, industry-related imagery, and highlighting why they’re the right partner for goods and produce delivery.
Since its launch, Peddler’s Son has seen a 99% growth in the number of users who visit the website, including increases in traffic from organic, direct, social media, and referral sources. We’re pleased with the increased exposure Peddler’s Son has achieved thanks to its updated website.
Creating Peddler’s Son Brand Tone with Visuals
Peddler’s Son is an ideal subject for storytelling through video — the company’s owners have a compelling presence on camera, and its culture and commitment to freshness come through vividly on the screen to help tell the Peddler’s Son story, ON Advertising’s Director of Video Production Nate Sorensen created a mood board to develop the look and feel of the videos. He put together a collage of images and keywords that the company wanted to convey, including subjects such as sunshine, farm-fresh produce, and wholesomeness.
The videos were an ideal way of conveying the company’s new brand and telling the company’s story clearly and compellingly.
From spotlighting the company’s new technology to the warm smiles of the employees, putting visuals to the Peddler’s Son brand was a rewarding and enjoyable project.
Connecting With Customers Through Social Media
Another key element of Peddler’s Son’s rebranding was incorporating a new strategy for social media outreach. Our goal is to resonate with clients, old and new, to ensure Peddler’s Son is top-of-mind for their produce delivery needs. Our social media team focuses heavily on the company’s excellent customer service and quality of products while establishing a personable tone to communicate with their followers.
In addition to highlighting the company’s customer service, the Peddler’s Son social media feeds share company news, community involvement, local partnerships, and team member spotlights. The overall goal is to further reflect the company’s culture, expertise, and commitment to quality customer service.
Since enlisting ON Advertising’s social media services, Peddler’s Son has seen a spike in followers and enjoyed significant engagement and traffic towards its website. According to Google Analytics, the company has enjoyed a 208% increase in traffic to the website from its social media year over year.
Enhance Your Brand with ON Advertising
We’re proud of the work we accomplished for Peddler’s Son, and we’re excited to continue our partnership with them. As one of the top advertising agencies in Phoenix, ON Advertising is an award-winning full-service advertising and marketing agency committed to the success of our clients — and featuring a diverse team of highly skilled professionals who are passionate about what we do. We provide our clients with award-winning services customized for each organization to ensure their brand succeeds. Contact us today to learn how ON Advertising can help you.