Task:
- Establish an association between the Kaufland brand and freshness and high product quality.
- Strengthen Kaufland’s image as a store where freshness is a promise fulfilled every day.
- Engage both customers and employees in communicating this value.
- Link the brand to specific emotions: vitality, joy, and a dynamic, healthy lifestyle.
Solution:
- Develop a clear and consistent message: “Kaufland is Fresz.”
- Use consistent, multichannel communication.
- Design visual and narrative elements that build an emotional connection with the brand.
- Introduce components that enhance customer trust.
- Involve employees in the campaign’s communication.
Visual Communication:
- Cohesive and clear visual branding.
- Realistic photography and commercials.
- Slogans and visual motifs emphasizing freshness.
- Multi-format and multichannel approach.
- Emotional and narrative elements.
Client: Kaufland
Scope of Work: Creative concept, design of printed materials, production of printed materials, script and visual design of the TV commercial, scripts for radio spots.
Photo Shoot: Andreas Reimann
Commercial Production: FeelMovie
