We spark the desire that drives consumer purchase: the promise of something unspoken, elusive, indefinable – the emotional draw.
A Case Study in Good Taste
Our client had two food lines – Standard and Gourmet. As they elevated the quality of the Standard line, it de-positioned Gourmet and forced a question – what does “gourmet” really mean?
Recognizing that people react viscerally to food brands, we created a series of adcepts designed to do an end-run around the rational, appealing less to the brain and more to the soul of gourmet cooks. These highly sensorial, stylized adcepts allowed us to dig deep, understanding what makes gourmet cooks tick and their hearts beat.
We repositioned the line from gourmet food to a gourmet experience based on the insight that gourmet cooking is about more than creating great food. It’s about creating an aspirational lifestyle that’s shared and experienced with like-minded friends and family at the table.