DiLuigi Foods

How Honest Tastes


The Need

DiLuigi Foods is a family-owned business with a focus on innovation and delivering well-made foods to buyers in retail and foodservice. They put quality and honesty above everything else, and have decades of growth to prove it.

36 has worked with DiLuigi for a very long time. Over the years, we’ve developed a number of specialty brands for them to target specific shoppers (while the parent brand was less focused on being a public face). Eventually, to update their presentation to buyers, we were tasked with updating their brand to be more consumer-focused.

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The Approach

To understand their relationship with buyers, we began by creating marketing personas so that we could understand the people they were talking to and what their goals were. We also preformed research on shopping trends in the US to know our consumers better because (ultimately) buyers want a brand that presents itself well to their target. This research led to the development of our brand strategy and the branding standards guide that followed.

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The Solution

With a brand personality built on inventiveness, vibrancy, honesty, and excellence, we needed to create brand assets and messaging that matched the strategy for the DiLuigi’s brand. This included a new website, new brochures, product catalogs, product labels, and much more. All of these deliverables were focused on presenting more of a fresh, current, human element that conveyed how real and trustworthy they are. At the end of the day, when you’re enjoying foods from DiLuigi, you’re tasting honesty.

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The Outcome

DiLuigi is one of our oldest clients, as we have been working with them for over 10 years know. Since our initial engagement, their business has grown by over 300%, we have helped them brand and launch four child brands as they continue to innovate and gain market share across the US. It’s been nothing short of a pleasure to be by their side over the years.


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