going stateside: the guckenheimer 360 rebrand story
Strategy
Creative
Digital
How do you transform an established catering brand into a dining partner primed for growth?
After acquiring premium caterer Guckenheimer in 2017, ISS North America found themselves facing an opportunity. As they expanded across more workplace sectors, its distinctive flavour had become diluted - even though there was still plenty of untapped catering potential across North America.
Our comprehensive 360 rebrand began with strategy and research, brand sessions and stakeholder interviews. Using these insights, we created a fresh new brand that positioned Guckenheimer as the workplace dining partner, serving up delicious growth opportunities across North America.
Cracked were instrumental in the success of our brand refresh. They understood our unique challenges and quickly became a trusted partner.
Anne Moser, COO Guckenheimer
