When Pigs Fly: Episode 3
From its unusual name to its unique product to its creative marketing, When Pigs Fly is a brand that's all about upscale and slightly offbeat. Brothers and co-owners Andrew and Ron Siegel put a lot of focus on building and maintaining that brand, and their fleet of Mercedes-Benz Sprinters figures prominently in their efforts. "We make high-quality artisan bread that's unlike anything else in the marketplace," Andrew says, "and we deliver our bread in a Mercedes-Benz. We think that's kind of cool, and it goes hand-in-hand with our branding."
Part of When Pigs Fly's marketing strategy is to cultivate the type of upscale consumer attracted to the natural and healthy foods movement. Farmers' markets are a great way to connect with them, so the Siegel brothers sell special lines of breads to farmers' markets that they don't sell to supermarkets. "Farmers' markets are a great way to meet people and introduce them to our brand," Ron says. "It promotes the farm-to-table movement along with our own brand, it gives us an opportunity to interact with people, and it's fun." When Pigs Fly also sponsors the York Gateway Farmers' Market, held in the company's hometown of York, Maine, from June through October.
Mercedes-Benz Sprinter: My Sprinter, My Way
The company has box trucks and other vehicles in its fleet, but its six Sprinters are the vehicles of choice for critical deliveries and events-;and especially to promote the When Pigs Fly brand at farmers' markets. Its newest Sprinter is a 2012 Model 2500 Cargo Van with 144-inch wheelbase, and they bought it because of the reliability and low maintenance costs they have experienced with their other Sprinters, one of which has gone well over 220,000 miles with no major repairs required.
"The Sprinter easily accommodates all of the gear we need for farmers' markets-;multiple racks of bread, a big tent to keep everything out of the sun, and all our other supplies," Andrew says. The Sprinter's BlueTEC diesel engine provides fuel economy that is 50 percent better than the company's other vehicles, and the van is highly maneuverable and dependable in all kinds of weather conditions, he says. "There's a sense of pride that comes with driving a Mercedes-Benz Sprinter. It turns heads when you drive down the street, and that's great for our brand."
Build Your Own Mercedes-Benz Sprinter Success
Create your own Sprinter your way. Just go to the “Build & eQuip” tool at www.mbsprinterusa.com. With a multitude of configurations, there’s a Mercedes-Benz Sprinter option designed to fit your needs. And to connect with a Mercedes-Benz Sprinter dealer near you today, simply click on the “Find a Dealer” link at the site.
PRINT THIS ARTICLE