Freybe came to us with a challenge: help grow their brand in the United States in 2025 with a big brand idea.

On the heels of helping launch Del Corazon, which became the biggest new frozen food brand of 2024, Copacino Fujikado Advertising received an RFP opportunity for Freybe Gourmet Foods, a Canadian-based, German-inspired charcuterie company with 180 years of heritage.

Challenge accepted.

Not only did we win the pitch, but they loved one of our ideas so much they told us they wanted to use it to kick off their big, new brand vision for the U.S.

Now, fast forward a little further. Obviously from a Canadian-based business perspective, trying to gain any kind of U.S. foothold in 2025 has been even more challenging than anyone previously anticipated. But despite all the uncertainty—tariffs, or otherwise—the company has had early success, with four of their snack salami products recently gaining distribution at Meijer, a midwest grocery store conglomerate with over 259 stores nationwide.

Andrew Gall, Co.'s Executive Creative Director, caught up with their Director of U.S. Business Development, Chris Halloran, to gain more insight on how they’ve navigated hurdles as a Canadian based-company in the U.S. as we move beyond the midway point of 2025.

Freybe has had its sights set on the U.S. for a while now. What has it been like finally stepping into that market after years of planning—especially in the face of unexpected global complications like tariffs and supply chain issues?

Chris: Although tariffs are a relatively recent challenge and supply chain issues date back to the pandemic, expanding the Freybe brand into the U.S. has been an exciting, ongoing learning experience over the past five years. In that time, consumer awareness, familiarity, and comfort with the charcuterie category have grown significantly. Retailers have responded by dedicating more shelf space, expanding assortments, and bringing in new brands. The category is now highly competitive, but we believe our assortment stands out—whether it’s our traditional German-style products, unique flavor profiles, or convenient snacking formats. Simply put, our products are “Das Different!”

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What kind of response have you seen so far from U.S. grocery buyers as you’ve begun introducing Freybe to the market? Has anything surprised you—either in terms of interest or hesitations?

Chris: The first thing I usually ask buyers is whether they’ve heard of Freybe—and almost all say, “No.” That’s the correct answer, and a great icebreaker, since I hadn’t heard of the brand myself before joining the company. We find there’s still a need to explain how our German-style salami differs from Italian-style: ours are naturally hardwood smoked, never cooked, and patiently air-dried for four to nine weeks. They also have a distinct visual appeal, with evenly distributed fat and lean particles. Many buyers are particularly drawn to our bold, premium flavor inclusions like Tequila & Ghost Pepper, Mimosa-Inspired, and Vodka Cranberry.

Talk a little bit about the Meijer success. What do you think was the biggest contributing factor to getting in their stores, and how do you hope to replicate that success?

Chris: Being a lifelong Michigander and Meijer shopper—and having represented brands at Meijer for over a decade—I had a good sense of what they look for. The key moment came when I attended a Grocery Manufacturers’ Representatives of Grand Rapids luncheon where the Meijer VP of Merchandising–Fresh shared her department’s top initiatives. At my previous company, we were coached to approach opportunities in a learning mode—not the knowing, telling or selling mode. When a customer’s priorities align with your product’s strengths, you get real traction. Our product attributes already aligned with Meijer’s Fresh department goals, especially in deli, so we didn’t have to rewrite our pitch—just amplify the right parts.

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When you're walking into grocery buyer meetings, how much of the decision-making hinges on more than just product quality—things like brand story, visual identity, and how the company presents itself?

Chris: A significant portion of the decision goes beyond product quality. Most products on the shelf today meet a baseline of quality—they just offer different value propositions within the quality/price/brand matrix. So packaging, visual appeal, the brand story, and claims and consumer messaging all play a crucial role in a buyer’s decision-making process.

You partnered with Copacino Fujikado to help bring your story to life—from the tone of your social presence to the look and feel of your sales materials. What were you hoping an agency could bring to the table at this stage of your U.S. rollout?

Chris: In our agency brief, we asked for help in two key areas: understanding our U.S. target audience and crafting a compelling brand story that resonates with both consumers and retail partners. I was struggling to tell the story of a 180-year-old family business that started in Germany in 1844, moved to Canada in 1955, and is now expanding into the U.S. We knew there was a consumer out there for our premium products—but we couldn’t clearly define who that was to our retail partners. We needed an agency to help bridge that gap.

What’s been the reaction—internally and externally—to the updated brand materials and the more defined story you’re telling in the U.S. now? Do you feel they’re helping open new doors or frame the brand differently?

Chris: We recently unveiled our first video campaign to support the Meijer launch, and the feedback from our Canadian team was immediate: “Can we adapt this for our customers?” The Copacino Fujikado team delivered two strong marketing campaigns that allow us to tell our story in a way that resonates with consumers across North America.

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For a heritage brand like Freybe, how do you balance staying true to your roots while also tailoring your message for a completely different retail landscape and consumer base?

Chris: The easy part is sticking to the facts—we’ve been doing this for 180 years, earned over 600 international culinary awards, and are deeply committed to quality, authenticity, and making everyday moments feel special. The challenge is adapting the look, feel, and messaging to connect with a new audience that has zero awareness of our brand. I’m confident our team will use consumer insights to ensure that any changes resonate with new customers while preserving the essence of what makes Freybe special.

What would you say to other international or mid-sized CPG brands watching Freybe’s expansion and wondering if now’s the right time—or how to do it right?

Chris: Yesterday was the right time. Today is still a good time. If you’re waiting for tomorrow, you might never do it. There are many ways to do it right—but all of them require being in learning mode as you go.

Looking forward, what will success look like in the U.S., and how do partners—creative or otherwise—factor into making that happen?

Chris: Success depends on a champion team of internal and external partners, harnessing their collective genius to bring the Freybe brand to life—through standout products, compelling storytelling, and flawless execution. Our goal is simple: to bring people together and make everyday moments special with food they love.

The first half of 2025 with Freybe has been a busy one. Our north star of helping every client create breakthrough work regardless of category has led to developing everything from social ads to sales decks for grocery buyers to a trade show booth—and everything in between. And we’re just getting started. Keep your hungry eyes peeled for Freybe’s master-crafted, German-style meats in a grocery store near you.

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About the Author

Andrew Gall, Executive Creative Director

Andrew co-leads Copacino Fujikado's creative department with a focus on emotional resonance and business results. From Mariners to Huggies, his work blends clarity, wit, and heart. A published author and podcast host, Andrew is a creative mentor who builds trust to unlock brave ideas.

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