Wilton Armetale Case Study

Situation
Wilton Armetale, the leading manufacturer of alternative metal cooking and serving pieces in the tabletop industry, needed to define alternative distribution channels. In addition, with competition increasing, Wilton needed to differentiate themselves from their peer group. New product introductions were off the drawing board and in production without a defined-launching plan. Wilton needed to not only increase their sales but also their loyalty beyond the traditional chain/department stores and outlets.

Solution
Barry Group began with a branding workshop that identified the competitive uniqueness of Wilton products in the marketplace. Barry Group proceeded by completing a competitor review that included customer research and analysis, fundamentally what finalized customers’ buying decisions and if they were satisfied with their decisions. Barry Group also developed a plan to implement the brand throughout the company, collateral materials, website and packaging to ensure that a clear consistent message was taken to the market. Barry Group pulled the entire plan together and made it successful through a comprehensive public relations program that included the introduction of new products as well as the generation of support for retail event programs. This process continues to garner great recognition for Wilton in the market place today.

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