Brown Packing: Telling a New Story for a Historic Brand

Project Overview

Brown Packing has been part of the Gaffney community since 1930. When they experienced a shortage of workers in 2020, they reached out to ALINE to develop and launch a hiring strategy. To be successful in recruiting new employees, Brown Packing needed to highlight what makes them one of the best places to work in Gaffney. They have a compelling story to tell, based in history, promoting community, supporting a strong culture and cultivating a great workplace. ALINE worked to tell this story by taking new photos, helping roll out a new brand, building a new website, creating video testimonials, and running social media and print campaigns. The result was a sharp increase in job applications among qualified candidates.

The Work

Brand Development, Website Design, Photography & Videography, Print Design, Social Media Strategy, Digital & Print Ads, Hiring Strategy

11164

career page visits

1679

job applications submitted

50+

average number of hires per month

Website Refresh and Brand Rollout

Brown Packing needed to sell more than beef—they needed folks to understand their history, their role in the community, and the benefits of joining their team. To accomplish these goals, ALINE assisted with a new, fresh brand design that was both modern and appealing, with a nod to history. We then incorporated the logo into a website refresh, producing bright, dynamic and engaging pages designed to appeal to and assist their various audiences.

Custom Photography & Videography

An integral way to tell Brown Packing’s story was to capture dynamic photos and videos of their employees and locations. Taking attractive pictures of the processing of raw beef was a unique challenge, but our photography team rose to the occasion by focusing on the people doing the work – an involved, caring, and talented crew. Showing happy employees at work was a key part of the recruitment strategy, which ALINE launched in video, print and digital campaigns.

Let's Chat

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Brown Packing