Bettcher IndustriesProduct Branding

Launching an engineering breakthrough product

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

Bettcher’s latest innovation represents an engineering breakthrough.  The Quantum® Trimmer System incorporates major improvements in cutting blade technology, motor power and torque, plus ergonomic hand tool design.

The result is the most powerful and productive tool for meat trimming — one that delivers dramatically higher product yields, increased sales and better plant profits.


A branding strategy that leads to conversions

Bettcher wanted to gain maximum industry attention and interest when it introduced the new equipment line, leading to quick conversions to the new trimmer system. We developed a strong, compelling brand voice including a striking visual identity platform and strong messaging.

bettcher_meat_processing_rebranding manufacturing_branding_program processing_plants_rebranding_strategy

Realization and customer success

This distinctive branding was carried through all print and digital advertising, print and electronic literature, web landing pages, e-mail and postal mail marketing, trade show materials, and display posters at industry events.

Within the first 12 months, numerous industry success stories were collected and publicized via advertorials and blog articles, further underscoring the impressive customer benefits delivered by Bettcher’s new product.


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