Although a successful 75-year-old company at the time, Mi Rancho looked to Gumas to help relaunch their corporate brand with a whole new positioning that resonated with equal meaning to both their current retail and food service partners as well as their newly expanding retail audience of end-users.
Through our Challenger Brand Marketing® Discovery Process, Mi Rancho customers told us that in a fiercely competitive landscape loaded with tortilla manufacturers of all sizes, costs, and qualities, Mi Rancho was seen as the most authentic provider of the highest quality, best tasting products with a genuine desire to help their customers achieve their goals and deliver for the consumer.
These customers helped us understand that success would come when prospects recognized the Mi Rancho brand as the manufacturer of the world’s best tasting tortillas and the pure joy that accompanied the tasting/cooking/eating of Mi Rancho’s products. Further, value would be established once the Mi Rancho name became synonymous with authenticity, integrity, and innovation.
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