Business Strategy / Branding / Packaging Design / Advertising / PR / Events

Uncle Charley’s

In 2014, the new owners took over. In addition to their pledge to keep the freshness, honesty, and deliciousness that has attracted loyal Uncle Charley’s fans for over a quarter of a century, the company’s new management is bringing the pleasure of Uncle Charley’s to more families than ever. Look for Uncle Charley’s wherever you buy meat products…and if you don’t find it…please let us know where you shop and we’ll do our darndest to get Uncle Charley’s into your local stores!

Uncle Charley's Hot Italian Sausage packaging
Uncle Charley's Sweet Italian Sausage packaging

The Challenge

Since 1988, Uncle Charley’s had been working with a regional sales strategy focused almost exclusively on the retail grocer, without much emphasis on marketing to the consumer. This resulted in limited sales growth and low brand awareness even within Pennsylvania and Ohio, the local regions for the brand. Uncle Charley’s had an aggressive goal to more than double topline sales over the next five years and expand distribution further into the Northeast, Midwest and Southeast – and to significantly take market share from competitors like Johnsonville. In order for Uncle Charley’s to meet this lofty objective, they would need a different sales strategy and consumer facing marketing program.

Uncle Charley's advert

The Solution

With Johnsonville in our cross-hairs, C-leveled work to re-position Uncle Charley’s as the beloved regional brand by shifting from a high-quality product wrapped in a kitchy, loud-mouthed package represented by sports figures to a brand that better reflected the truth of the quality. Fresh, Honest, Delicious was added to the packaging and a consumer marketing campaign was built around the concept “We want everyone to Say Uncle!”. We focused on building intimacy with moms who were looking for delicious, convenient ways to feed her family by providing recipes to make her life easier and just a little more interesting.

Execution Strategies

  • Social Media Engagement
  • Recipes, contests, promotions – #UCSizzlingSummer
  • Events – “Gearing Up for Grilling Season” and “Summer of Sausage”
  • Refreshed Content on Website
  • Search Engine Optimization
  • Sales Collateral
  • Coupons, New Retailer In-store Kits
  • Public Relations
  • Business Story – The Sizzle Behind the Sausage
  • Advertising