YUM! FOOD THAT SOUNDS GOOD – COMMUNICATION CAMPAIGN FOR LOVE BRAND ŽIVINA
YUM! FOOD THAT SOUNDS GOOD – COMMUNICATION CAMPAIGN FOR LOVE BRAND ŽIVINA
Getting good homegrown products from a likable brand out into the big world is every marketer's dream, but sometimes it's more of a fairy tale than a reality – how did we handle it at Brainz?
The challenge
Initially, there was a superb home-made kimchi by two nice young people with talent and taste. But will the start-up dream turn into a mainstream victory?
The solution
We helped Živina develop a functional strategy combining content and style, filmed a sponsorship campaign that gets the taste buds vibrating, and taught the world a simple phrase – Yum!
an archetypical story
Markéta and Martin were making the best homemade kimchi around. Their friends couldn't get enough of it - and their friends' friends too. So they started a company, expanded the portfolio, refined the design, and came up with a cool name. Everything was as it should be – and what happened next, the bell rang and the fairy tale was over?
No, it was just beginning.
A UNIVERSAL PRODUCT WITH ITS OWN FACE
We were excited about Živina from the beginning. Perfect products – not just kimchi anymore, but a wide variety of healthy, tasty, and local foods. Sympathetic and relatable faces behind the brand. Plus, totally in line with its story and values.
However, they still sold mainly through e-shops and specialized health food stores. Živina did not want to be some "grandma's tea" in a silk wrap that only a few true believers would find. The sophisticated design, profiled yet versatile offer, and friendly brand called for an entry into the mainstream. This is what you want to have on the supermarket shelves and buy every day, not just as a reward!
FAIRY (BUSINESS) GODMOTHERS AND WISE (MARKETING) SERVANTS
We embarked on a communication strategy together. Živina saw itself in the Swedish brand IKEA, with its friendly communication, versatile but high-quality products, and uniform design. Long-term goals were also clear – online supermarkets like Rohlik and Košík and brick-and-mortar ones.
We came up with a package of ideas that were then trimmed and modified. An important element crystallized soon - the emphasis on emotions, personal lines of communication, simplicity, and wit. The more tomatoes, the thicker the ketchup. In the same way, we concentrated essential themes, from health to taste to hyperbole, into a single word. Yum! Because that's exactly what Živina is and the word everyone ideally associates it with. Yum!
CAMPAIGNING IN THE ENCHANTED FOREST
For Živina we were not only advisors but mainly "executors" of the TV sponsorship campaign.
Has a broad portfolio, but a unified high end face different from the cringe-y aesthetics of other "nature products"
Is healthy, natural, high quality & tasty - show, don't tell, as the golden rule goes plus of course
Put the unifying communication element of Živina into people's heads – like
a love virus.
And all of this in the space of 10 seconds.
We did the trick – we built a huge artificial forest (we collected natural materials all over Prague and its surroundings) and used a "probe lens" lens to create a really long dolly shot with the product itself as the real hero at the end. And to all this, we added – of course - YUM! A varied, yet unified campaign that will make a mark.
COMMUNICATION EXPIRY DATE
The set communication line proved to be sustainable in the long term. In addition to the familiar word "Yum", which Živina uses across its communication (from radio spots to gift packages), the emphasis on brand personalization – or personal stories and faces of Markéta and Martin – has also taken hold. You can hear about Živina everywhere, you can buy its products – as planned – at Rohlik and the set line has no clear expiry date. Quality, design, wit, and friendliness are as timeless as the fairy tales.