SPAR GOURMET
REBRANDING CAMPAIGN
external brief | client | group project
Briefing
• Communicate, that SG offers exclusive but also affordable products
• New target group wanted: younger people between 25-40 years BUT keep the older ones as well
• Clearer positioning
• New logo (only the gourmet part). Adapt the design of the stores to the new logo (interior design, price tags, shopping bags, leaflet,..)
• Budget: 250.000Euro
(to get further and detailed information on this project, please refer to project description and details at the bottom)
Idea
Through Spar Gourmet it has become possible to enjoy gourmet food, without spending too much money.
Key Message
E: High quality delight – with thought.
DE: Hochwertiger Genuss – mit Köpfchen.
Visual Implementation
• Redesign Logo
• Campaign (Poster: Print | Banner: Online)
• Leaflet
• Trendy shopping bag
• Facebook Page, ...
Strategy > 3 main factors:
Time > convenience
For convenience buyer.
As the young target group set different priorities we want to ease their daily
life/routine and shopping by creating food packages and recipes that are less
time-consuming.
Interactivity > app, pop-up kitchen, cooking duel
For younger people.
As the target group is strongly represented on social media platforms, we use
facebook for the announcement of the app, pop-up kitchen and cooking duel. The
willingness for participating in certain activities is higher if there is the possibility to
win something or demonstrate your abilities.
Costs > added value -->> reward system
For smart shopper.
The new target group are smart shopper who buy “good things” cheaper. In order
that the customer buys these things from Spar Gourmet we create an added value
through a reward system.
