Building the Marketing Engine Behind National Growth
Simon George & Sons is one of Australia’s leading fresh produce supply businesses, servicing hospitality, healthcare, corporate catering, remote operations and regional retail markets across multiple states.
As the business entered a new phase of national expansion, Simon George & Sons partnered with Customerit to strengthen its strategic marketing foundations, align internal teams, and build a scalable growth engine capable of supporting long-term commercial growth.
The challenge
Over four generations, Simon George & Sons had built a strong reputation through service, relationships and operational capability, but much of its growth had historically been driven through sales activity and industry relationships rather than a structured marketing program.
As the business expanded into new regions and targeted higher-value customer segments, several challenges emerged:
- Marketing activity lacked a unified strategic framework
- The brand story and positioning needed greater clarity and consistency
- Different customer segments required more tailored messaging and engagement
- Internal sales and marketing alignment needed strengthening
- The business was preparing for major growth initiatives including launching in the Adelaide market, undertaking a website redevelopment and a digital marketing uplift across target industries
- A growing volume of projects risked overwhelming a lean internal marketing resource
Customerit identified a significant opportunity: SGS already had the operational credibility, customer relationships and industry reputation required for national leadership — but needed the strategic structure, messaging clarity and marketing systems to fully commercialise that advantage.
At a glance
- National marketing strategy developed across multiple regions
- Buyer journey maps and personas created for key customer segments
- New brand narrative and positioning framework established
- Website redevelopment and digital growth strategy initiated
- Adelaide market launch strategy developed
- Stronger alignment between sales, marketing and leadership teams
Customerit’s role
Customerit began by developing a deep understanding of Simon George & Sons’ markets, customer groups, operational realities and competitive environment.
Through workshops, stakeholder interviews and customer journey mapping, Customerit uncovered how different customer segments evaluated produce suppliers — and what Simon George & Sons needed to communicate more clearly to differentiate itself in the market.
From there, Customerit worked closely with leadership and marketing to build the strategic foundations for scalable growth:
- Developed a refined brand narrative focused on trusted supply and high-performance kitchens
- Created customer personas and buyer journey maps across hospitality, healthcare, corporate and regional retail sectors
- Built a structured annual content strategy including thought leadership, case studies and industry storytelling
- Guided website redevelopment planning, SEO direction and digital agency briefing
- Established Local Area Marketing (LAM) frameworks for regional activation
- Developed stronger sales enablement tools including capability documents and corporate presentations
- Supported planning for the Adelaide market launch and regional expansion activity
- Introduced clearer marketing rhythms, accountability and strategic prioritisation
Most importantly, Customerit helped reposition marketing from a support function into a strategic commercial driver within the business.
The outcome
The most important outcomes were not just marketing assets or campaigns — they were alignment, clarity and momentum.
Simon George & Sons now operates with:
- A clearer market position and more consistent messaging
- Better alignment between sales, marketing and leadership
- Structured regional marketing plans and growth priorities
- A stronger digital and content foundation
- Increased capability to support national expansion
- Greater confidence in how the brand presents itself to the market
What was previously reactive marketing activity became a coordinated commercial growth engine.
The invisible value of alignment
Customerit’s work with Simon George & Sons wasn’t simply about creating marketing collateral or campaigns.
It was about building the strategic infrastructure behind sustainable growth.
Where there had previously been disconnected initiatives, there is now a clearer commercial roadmap.
Where there had been tactical execution, there is now strategic direction.
Where marketing had once struggled to scale, there is now a platform capable of supporting national expansion.
This is the Alignment Effect — when strategy, messaging, leadership and execution begin moving together toward the same commercial outcome.