Creating a dramatic new brand world for Belazu
Food. More than mere morsels. Fuel for survival. Or Instagram fodder. Its true calling lies beyond the frying pan and stirring pot. The plate is not where the journey ends. It’s where it begins.
We wanted to add fuel to the flavour and go from good to great in a glug. ‘Add drama to every bite’ captures our belief in the power of the simplest ingredients to turn any dish into a culinary crescendo.
The Challenge
Belazu was a brand loved by chefs the world over. A favourite of restauranteur Yotam Ottolenghi, the brand was synonymous with products created from the best natural ingredients and that packed a reach punch in flavour whether you’re using their olive oils or their pestos.The brand wanted to extend its reach further, and reach at-home cooks. But in a crowded supermarket shelf, and with less premium, cheaper alternatives on the market, how could Belazu both maintain its premium positioning and get people to upscale their sauces and oils?
Attention Seeking
Rather than play on the undoubted quality of the sourced ingredients, we focused in on what’s important to those cooking at home. Yes, the convenience of using a paste or a sauce is important. But what you never want is for a meal to come out bland, you want your dish to leave an impression, even if it’s a humble pasta.
Belazu’s amazing taste credentials were at the heart of the solution, and our ‘Add Drama to Every Bite’ campaign was born, taking the unconventional step of showing the product being consumed and the look of dramatic ecstasy on the face of the person eating.
Media Mix
Print, Outdoor, Digital, TV
