The Problem

The Food Co. was established in the Middle East in 1979 and identified that the brand needed bringing up-to-date with the modern age. The Food Co. approached Amplify to develop a business transformation strategy and to suggest recommendations as to how the brand can be revived to appeal to a greater audience. In addition to revamping The Food Co. brand. They also wanted to launch their new sub-brands into the consumer market; Virginia, Shehrazade, Mubarak, Royal Blue, Quick Tea, and Masterfoods.

Our Solution

Amplify wanted to introduce and position The Food Co. as a key player in the consumer food industry, whilst circumnavigating their existing identity, perception, and proud heritage. Amplify undertook a rebrand for The Food Co, which included a new logo, tagline, website, packaging, display, social media, and blog.

Our business transformation strategy set out to re-introduce The Food Co. as a modern and innovative food FMCG company and launch the new homegrown brands. As many consumers in the region were already familiar with the brand, the communication focus was to trigger a brand recall. We wanted the consumer to ‘Rediscover’ The Food Co. and then to ‘Discover’ its new brands.

The first stage of the business transformation strategy began by uplifting The Food Co. logo to represent a to a modern, clean and classic brand. Brand guidelines were developed by Amplify to guarantee brand consistency.

Amplify designed a stunning, mobile optimised website. The website supports a blog, which Amplify manage with product recipes and brand information. An SEO strategy was used to build high domain authority backlinks, drive traffic and increase visibility.

The business transformation strategy for The Food Co. includes a social media strategy to increase brand awareness, educate and encourage engagement. The social media strategy focused on building a database of fans who would actively engage with The Food Co. across Facebook, Twitter, Youtube, and Instagram. Monthly content calendars for each social channel were devised to target the MENA region. We advised using unique content including images, animation, and videos for each specific platform, to avoid the blanket approach.

Amplify undertook consumer, market and competitor research to create stunning packaging that would stand out from competitors and fulfill consumers needs. New, modern and sustainable point-of-sale display toolkits were designed to reinforce the brands in-store marketing and ensure the consumer understands the brand pillars.

The Result

We provide all our social media clients with monthly reports that allow them to stay on track of their brands’ successes. The brand exceeded their sales revue targets within the first 3 months of the launch of the new brands. Amplify encouraged over 10,000 organic Facebook page likes in 6 months. A single Facebook post reached over 100,000 people. The clients were so pleased with the results, Amplify has been commissioned with delivering 8 new brands to the market in 2018.

Happy Client

A single Facebook post reached over 100,000 people

Commissioned to deliver 8 new brands

10,000+ organic Facebook page likes in 6 months



Amplify completely revitalised The Food Co. brand and business strategy, bringing the organisation into the modern world, whilst maintaining its heritage.

Micheal – Vice President

Does your brand need bringing into the modern age? Get in contact with Amplify today!

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