Bettcher IndustriesIntegrated Communications

Staying in the forefront of product innovation

Bettcher Industries is the world’s leading manufacturer of powered hand-held cutting and trimming tools used by meat, poultry and seafood processing plants.  The company pioneered the category in the early 1960s and has spearheaded every technology advance since then.

Bettcher’s newest innovation is the Quantum Flex® Trimmer System, which adds important new operational flexibility for plants in that the same trimmer tools can be configured to different blade sizes, and they can also attach to existing motors in the plant.

It’s a new degree of operational flexibility that enables processors to achieve better performance and productivity than ever before, while keeping equipment costs under control.

Making it happen in the market

The challenge was to communicate the benefits of Quantum Flex trimmers to a market and customer base that had been exposed to the original Quantum trimmer system just four years before, and to make a convincing case for investing in the new product.

We came up with the campaign theme “Flexibility that’s a game-changer” – then pushed the theme and supporting information out to the market via an aggressive campaign that included a mix of tactics including digital and print advertising, PR/publicity, literature and events.


Success on an international level

The launch campaign was international in scope, involving the development of marketing materials in eight different languages plus advertising in North America, Latin America and Europe.  Significant market adoption resulted within months of the campaign launch.


Similar work

Important COVID-19 Announcement

At Mullin/Ashley, we’re very concerned about the well-being of our customers, employees, business partners and communities currently battling to control the COVID-19 (Coronavirus) threat.

Maryland Governor Larry Hogan announced that effective Monday, March 23, 2020, all non-essential businesses in the state must close their offices.  A follow-up pronouncement on March 30 instituted further “stay-at-home” orders for Maryland residents.

We are complying with these mandates.  In fact, in anticipation of the Governor’s announcements, we had already taken steps to reduce our social footprint by setting up all Mullin/Ashley employees to work from home, with no interruption in the delivery of services.

In addition, travel activities by our staff have been severely curtailed since early March.

By taking these steps, we’re committed to continuing to provide our customers with the services they need, even as we work to reduce our social footprint.

As of July, certain workplace restrictions have been lifted but social distancing mandates continue in force.  We are monitoring the situation on a daily basis and will continue to take all necessary steps to minimize the risks from the COVID-19 virus.  Thank you for your patience and understanding as we work collectively to control the Coronavirus threat.

— The Mullin/Ashley Team