Père Dodu Brand identity

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The importance of the health benefits and nutritional value of food is growing in the food industry. The Père Dodu brand has a number of strengths (friendly, family appeal) and strong sentimental value, but little or no pulling power in terms of quality, know-how, safety and health/nutritional aspects, mostly due to its breaded chicken ranges.

The Père Dodu brand identity, driven by a symbolic figure (but who is now seen as a little trivial even laughable) did not reflect the brand's expertise and did little to boost credibility among consumers. Our challenge lay in giving new impetus to the brand along these lines without losing the sentimental bond already forged with consumers.

Brand Positioning

Set new goals for the brand while building on the ground gained since 1965: "Père Dodu puts the flavour into your everyday life." Project a stronger image of expertise and credibility to show the brand's ability to meet new consumer preferences.

Brand Expression

The new brand identity shows Père Dodu busy cooking, full of pep and flair, always with a quick solution for quality, tasty meals.

Brand Architecture

Recasting the brand identity meant addressing Père Dodu products as a whole, including range organisation, segmentation and new-product integration.

Jean-Philippe Martin, Marketing Director: "Père Dodu's strength stems from its ability to offer a whole range of products that reflect the latest trends in food, practicality and appreciation, catering to the needs of families with children through a long-standing, friendly brand that offers real expertise in both poultry and cooking as a whole. The new identity perfectly captures this concept and these values."

We retained the special personality and character of the Père Dodu figure while replacing his image as an amiable host with a more clear demonstration of know-how, or "knack".

A change approved by 97% of consumers, with a 23% increase in sales during the launch period.