Add Adventure Every Day
Opportunities : To refresh the narrative around Mezzetta® Foods (est. 1935) for an emerging market. To inform imminent design projects and marketing initiatives and align the internal business units.
Methodology : Combining an extensive discovery process, a brand workshop, and consumer insights we crafted and distilled a set of territories and settled on one new approach. A fresh narrative was crafted that focused on the needs of our psychographic target and applied to marketing initiatives to drive awareness, and learnings.
New brand platform :
Add Adventure Everyday : At Mezzetta we reach out to those whose curiosity drives them to continually seek and discover eating experiences beyond the ordinary.
Pillars: Adventure Deliverers, Over-achievers in quality, An evolving legacy.
The drivers supporting the brand promise where actionable and relatable to the psychographic target and was an extension of the current core values:
This new brand platform served to “un-stick” the marketing efforts by clarifying activities. With marketing initiatives like the “Story of Sauce” and “Brighten every Bite®” campaigns we began to activate brand by communicating how the product, sourced from all over the world, easily brings eating adventure to your table everyday.
This new direction was applied to marketing activities (see below), graphic initiatives were not in the scope of this project.
Brighten Every Bite® : Mezzetta’s journey to engage and inspire current consumers AND the emerging market meant that we take an approach that didn’t move far from brand’s existing core values of quality and history, but leveraged insights around new eating habits: positioning the brand as a vibrant assortment of rich and exotic flavors, easily enhancing every meal, everyday. “Brighten Every Bite” had an integrated approach to consumer engagement, not just expressed in all marketing channels (in-store, digitally, event marketing, PR, influencers, partnerships) but physically bringing people together to meet, and share in the adventure of the Mezzetta table – and the emotional connection made over shared meals. More here.
Story of Sauce : Pasta-sauce brands each work to communicate unique positioning they hope will connect with, and influence consumers. The positioning mix typically consists of : celebrity-chef endorsed, philanthropic, clean-label/health, heritage Italian, gourmet, and value.
Applying the new brand platform, we developed the “The Story of Sauce” campaign: a campaign of adventure and discovery as told through the content derived from the history of the pasta sauces, their sources, and unique recipes that bring joy to your table . More here.
CD : Deborah Harkins
Thank you for the strategy work, Brand Plume.
