Millions of Original Philly cheesesteaks are devoured every year—in local pizza shops, restaurant chains, convenience stores, stadiums, colleges, and even theme parks. Funny thing is, people may not know they’re eating Original Philly.
After 30 years providing quality beef and chicken products to food service businesses, the company’s reputation was exceptional among its wholesale customers, brokers, and operators. But what about end-user customers—the ‘steak eaters?
Family-owned and run for decades, Original Philly’s second generation of leaders recognized the need and opportunity to carve out a distinct, decidedly Philly voice and image in order to connect with consumers as a preferred ingredient brand. We spent the next several years successfully raising the brand’s profile, sales, and reach.
In 2017, Tyson Foods (NYSE: TSN) became enamored with Original Philly’s brand and products, acquiring the privately-held company in order to leverage its leadership in the growing Philly steak category. As part of the Tyson family, Original Philly is poised for even greater growth.
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Brandlift is a boutique strategy and communications firm outside Philly.
We help organizations resonate with target audiences—shaping their brand voice, amplifying their story, and elevating their reputation, reach, and performance.