A. FILM
B. PRESS
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. INTERACTIVE
H. CREATIVE USE OF MEDIA
I. PR-PROJECTS
J. MARKETING SERVICES PROJECTS
K. ADVERTISING CAMPAIGNS
F-08-34. Big Kitchen
| Agency | Plenum |
| Creative head | Egor Myznik |
| Author of idea | Plenum |
| Product | mayonnaise |
| Description | New mayonnaise brand "Big Kitchen" is a daring decision for the Russian mayonnaise market. The package is maximum relieved of the expected categorical clich?s (food stylistics of different degrees of complexity) and is abundantly saturated with visual details, catching the consumer's attention implicitly and tactfully. At that time the graphic solution is not just a wish "to act from the contrary" and to stand out. Appearance of this brand is a response for wishes of young urban citizens, who are keen on cooking: mayonnaise today is perceived as an attribute of the traditional "Soviet kitchen", and all the products in the market play up to such image. There had never been a brand that would harmoniously fit into the modern kitchen, and that would receive recognition among consumers. One more trend that is taken as a basis of the brand idea ("Cooking together is funnier and more interesting!") – co-cooking as a way of socialization and element of the youth lifestyle: invite your friends, cook together something tasty, communicate, and watch movies. The brand name contains this very idea: a big company needs a big kitchen! The brand idea is supported by brand characters involved into co-cooking. Result of the project is a tasty and unconventional brand in the conservative category with a high potential for further promotion and formation of loyalty among consumers. |
| Team members | Brand Consultant Ilya Lazuchenkov, Tatiana Kharitonova. Brand Analyser Katerina Palshina. Art Director Egor Myznik. Copywriter Roman Urban, Project Manager Alice Askerova. |
