Agency of Record
What started as three immigrant brothers selling local produce out of a fruit cart in 1934 has grown into a family business that’s now three generations and nine decades strong. Decas Farms, originally Paradise Meadow, the retail arm of Decas Cranberry Products, Inc., now sells over 60 million pounds of cranberries to 35 countries around the world.
What We Did
Paradise Meadows, now Decas Farms, enjoyed a strong retail presence and exceptional relationships with growers and commercial partners, but needed a new website designed to be intuitive and easily navigated by retail consumers as they transitioned brands. In order to attract digital native Millennials to the new site, the brand also needed a comprehensive inbound marketing strategy that included social media, email newsletters, content marketing and original visual content.
Catchfire performed an exhaustive market analysis to understand Paradise Meadow’s competition and the retail environment with the Decas Farms future brand transition in mind. Buyer personas, brand architecture and brand positioning were developed as a foundation for all subsequent efforts.
For Decas Farms, Catchfire designed and developed a responsive Shopify website with a modern, casual and inviting aesthetic, building in room for lifestyle blog posts, recipes and regularly updated content.
Tackling the Decas Corporate website was our next task, making a functional, easily editable WordPress website that speaks to consumers and business’ alike. This site is a resource for Decas specific growers and business based buyers, with custom functionality built to display product details clearly while providing access to necessary documents specific to the industry.
In order to make the site clean and modern without it feeling sterile, Catchfire created a modern handmade aesthetic through the use of color, font and engaging graphic elements.
Starting from a nearly blank slate, Catchfire drafted a content strategy based upon the brand strategy and buyer personas. Goal oriented content was created for social media, email newsletters, blog posts, recipes and lifestyle content.
Based on Catchfire’s content strategy, a mood board for original photography was created to define the aesthetic of Decas Farms’s social media feeds, including lifestyle photography, GIFs, animations and video.
Catchfire advocates for clients to own their presence across all sales channels, so in coordination with Decas Farms’s retail presence and newly launched Shopify e-commerce site, Catchfire crafted a strategy for Amazon and deployed goal-specific ads on the platform.