Meyer Natural Foods connects with customers using creative assets and marketing in step with changing shopping habits.
Decreased website bounce rates with visual content
Develop engaging digital content to attract consumers to multiple brands
Expand Meyer Natural Foods brands to Canada and other new markets
Collaborate with marketing team members working in multiple locations
Create central repository for brand assets across brands and regions
Creates digital content that reaches millions of consumers across the United States and Canada
Saw bounce rates decrease and time spent on certain web pages increase with more visual content
Produces short 30-second ads targeting viewers on YouTube, Hulu and other streaming services
Maintained brand consistency across labels and geographies with shareable libraries and storage
More than 30 years ago, Bob Meyer was committed to raising cattle the right way, as nature intended. He believed that cattle should be raised under humane conditions and allowed to thrive without added hormones or antibiotics. The result would be the best-tasting beef that people have ever tried.
Today, Meyer Natural Foods has expanded beyond beef to pork, chicken and even plant-based proteins sold under multiple brands, including Laura’s Lean and Local Harvest. But everything is still produced “The Meyer Way” — held to the highest standards of ethics and innovation.
For Correy Fuqua, the company’s commitment to progressive solutions also influences how he helps the company reach customers through marketing and communications. As the company’s marketing generalist and consumer experience specialist, he supports the company’s designer and small marketing team for everything from marketing research to guiding social media campaigns.
“Consumer expectations, buying habits and eating habits change quickly,” says Fuqua. “We can’t just keep doing the same things if we want to stay relevant to our customers. We do a lot of testing and experimenting to find the best and most creative ways to get customers’ eyes on our products.”
Strong visuals play an important role in helping Meyer Natural Foods capture consumers’ attention. Whether designing new product packaging, posting recipes to the website or sending deals to customers’ inboxes, Fuqua knows how important it is to use attractive visuals and other creative content to keep Meyer Natural Foods products on grocery lists. With Adobe Creative Cloud for teams, the marketing team is creating digital content that reaches millions of consumers across the United States and Canada.
Marketing Generalist and Consumer Experience, Meyer Natural Foods
In years past, food companies often focused their creative energy on eye-catching point-of-sale displays for grocery stories. With the growing popularity of online grocery shopping, digital marketing has become the best new way to reach consumers. Fuqua works closely with the marketing team to support initiatives such as Google banner ads and weekly targeted email campaigns filled with meal ideas and local deals for the company’s 300,000 subscribers.
Social media is important for all brands, but especially for the company’s largest consumer-facing brand, Laura’s Lean. Many social media posts link to recipes on the Laura’s Lean website — by far the most viewed area on the website. While protein-based main dishes have long been popular, the Laura’s Lean team started experimenting with adding recipes for complementary side dishes to draw in even more views. Fuqua uses Adobe Photoshop to add mouth-watering photos that keep website visitors looking for more. As a result, the company has seen bounce rates decrease and time spent on certain pages increase.
Fuqua and the marketing team rely heavily on the efficiencies and collaboration capabilities in Adobe Creative Cloud for teams to get big results from a small team. Brand assets are collected by the designer - including colours, fonts, logos and images - and put into sharable Adobe Creative Cloud Libraries. When marketers are creating a new email or social media post, they can find everything that they need to stay on brand in one location. That means faster creative content development and better consistency between posts.
Video is a must for any modern digital experience. With Adobe Premiere Rush and Adobe After Effects, the marketing team now produces a variety of high-definition videos for any situation. Short 30-second ads target viewers on YouTube, Hulu and other streaming services. Recipe videos posted to the Laura’s Lean YouTube channel walk cooks through how to make a delicious dinner.
“We started experimenting with streaming ads this year as a new way of raising awareness for audiences,” says Fuqua. “The amazing thing is that we’re producing all of this content — websites, social, emails and video — in house. Adobe Creative Cloud for teams gives us all the apps that we need to take on new challenges.”
Marketing Generalist and Consumer Experience, Meyer Natural Foods
Meyer Natural Foods continues to innovate and expand to reach new customers in new markets. The Meyer Natural Grass-Fed brand was created to bring grass-fed beef directly to consumers with exacting tastes. The main designer and creative strategist at Meyer Natural Foods created a new visual identity for the brand that helps differentiate it from other grass-fed products.
Adobe Creative Cloud Libraries has also helped the company as it expands into the Canadian market. This expansion brings new challenges to packaging, as all packaging must include French translations and labels that meet Canadian standards. While the move to the Canadian market offers a major challenge for design, using Adobe Illustrator and Creative Cloud Libraries has helped designers maintain brand consistency and manage different versions of ever-changing packaging.
While Fuqua works at the headquarters in Colorado, the rest of the marketing team works remotely in Kentucky, Tennessee and Texas. With Adobe Creative Cloud for teams, everyone is working on the same apps and versions. Adobe Creative Cloud Storage provides a fast and highly accessible way to send projects back and forth, without needing to strain servers and work through VPNs, which can sometimes be unreliable when downloading large files.
“We’re always looking for ways we can be progressive with our marketing,” says Fuqua. “That means keeping designs up to date, optimising email messages and creating new types of content that connects with consumers. Adobe Creative Cloud for teams is a big part of how we can experiment, be creative and get more done. We’re bringing the high standards of the Meyer Way to consumers.”