The deli changes its name after the merger of Creminelli and Daniele
When charcuterie brands Creminelli and Daniele merged in January 2020, it formed one of the largest charcuterie producers in the United States, Charcuterie Artisans. Today, the brand resulting from this merger has been revamped by the independent Milwaukee agency, Hanson Dodge.
Del Duca, the established prosciutto brand, is now the unified brand name for the Daniele product line. The Daniele name will be phased out but the Creminelli line will remain.
“Our research revealed how much Del Duca punched above its weight in terms of awareness and equity metrics. We knew we were sitting on something special, and the decision to solidify behind Del Duca was unanimous,” Eric Schwartz-Johnson, marketing director of Charcuterie Artisans told Adweek.
As for the new Del Duca brand, Hanson Dodge is introducing it to the public with a “Togetherness Food” brand platform. It’s meant to bring people together over great food and to be accessible, high-quality food for friends and family gatherings.
Initially, the creative includes new packaging images, logo design, and website development. It uses cooler colors unique to the deli category and uses a simpler font and distinctive imagery inspired by the Tuscan landscape, while retaining the brand’s original medallion and ribbon. In addition to the new look, all Del Duca products will be made without using synthetic nitrates or nitrites.
The new website addresses both the history of the brand and the new direction of the unit.
The brand change was informed and inspired by research with the brand’s consumers.
“In our journey to understand the Daniele/Del Duca consumer, we have learned that the purpose of our products – our role in people’s lives – is to increase the time spent with loved ones. The idea that Del Duca is what people serve when they get together with people they only see once a year is so energizing and humbling Trusting yourself in times like this is a huge responsibility, and it’s all inspiration we will need,” said Schwartz-Johnson.
Hanson Dodge is Del Duca’s referral agency and will continue to be involved in the brand’s marketing efforts as the brand continues to evolve.