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Hussmann – Brand Positioning

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Case Study

Brand Repositioning

Repositioning the Hussmann Brand from Technical to Consumer Focused

Obata – Animation Portfolio
February 23, 2016
Elsevier – Digital Strategy
February 23, 2016

Hussmann – Brand Positioning

A campaign consisting of advertising in key industry trades in tandem with email marketing drives customers to a new content-rich website. Emotional appeal and value-focused messaging repositions Hussmann as a partner who cares about improving retailers’ performances through food quality, merchandising and sustainability.

About the Client

Hussmann Corporation is a leading manufacturer of refrigeration systems and display cases for food retailers in North America and Latin America.


Spread brand awareness and reposition Hussmann as an industry leader and partner in food safety and quality, merchandising, and sustainability.



Change audience perception of the brand by developing and deploying a strategic campaign centered on key values and emotional appeal.


A new website comprised of content-rich landing pages, each featuring original consumer-focused video vignettes and expert interviews brings the concept of “Enabling Excellence” to life.

Advertising on key industry websites and e-newsletters increases brand awareness and incremental engagement by driving customers to the Hussmann website.