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A Leading Food Industry Brand, Refreshed

ITW Food Equipment Group


Tags: Branding

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The brands within Hobart Food Equipment Group set the industry standard for best-in-class. In 2016, Hobart approached Upward with a challenge to develop a digital marketing strategy and brand position that supported the individual growth of each of its brands while presenting a unified front of food equipment powerhouses.

Upward recognized that what made the Hobart brand stand out was not the equipment itself, but what the equipment empowered its owners to accomplish. The positioning line, “Great Food Starts Here,” captured the essence of this concept perfectly. The digital strategy and unified brand position have accomplished much more than the initial “ask” from Hobart.