Pepper Marketing was contracted by Mainland Poultry Ltd to lead the brand relaunch and marketing activity of their Pinto Juice brand.


The Pinto brand was not performing very well when Mainland Poultry bought the business so it was important that the relaunch was planned and executed well, in order to get trade and consumer buy-in to relaunching the brand into the dry grocery market, as well as launch a chilled range of juices.


A consumer research study was undertaken and conclusions drawn as to what story the packaging should tell. A situation analysis and marketing plan was written to outline objectives.


Then the relaunch involved rationalising the range, reformulations, managing the redesign and repackaging of the range, developing presenters for key account sell-in, and management of a full marketing launch campaign including the development of the Pinto “story” which was applied to the public relations and in-store demonstration activity.


Ranging and sales really picked up. The relaunch of the brand was a huge success with great trade, media and consumer reaction to the activity, and a very happy client.


One of the original juice companies in New Zealand, bringing the very best of their unique juices to New Zealand and world consumers.


Pinto is also proud to offer a uniquely diverse range of products including juices, smoothies, sauces, dressings, milkshake syrups and many agency lines to the Foodservice industry.