THE CASE AS SMOOTH AS THOUGH OILED
As though? It was oiled! In every sense of the word. It was the easy sledding and natural cooking of a fresh brand for us. It enriched the oil market with a badly needed functional, natural product.
THE WORLD IS CHANGING FOR THE BETTER,
and we have had a hand in that. Like electromobiles back in the day, high oleic cooking oil hit the market. We didn’t get the chance to launch Tesla, but we did have one to invent a brand of professional oil for a top company, UkrOliia. We looked more closely into the meaning of high-oleic. A complicated word encompassing just what the market wanted: efficiency, economy, and usefulness.
WE LOVE TO THINK
before doing. We want to. If the market has no idea of what a high oleic oil is, where’s the right place to embark on a voyage of useful discovery? Where do you find rivers flowing with oil? Where do they appreciate a product’s taste (rather than the taste of oil in the product)? Where do they care about efficiency and would really appreciate an oil with amazing properties? It’s HoReCa, for sure.
us would not necessarily impress the TA. This is the marketer’s first commandment. We went deep into what chefs really need. We discovered their first commandment: low oil consumption, no foam and smell, and speedy cooking. We sadly shelved the ideas of a super healthy product, held a strategic session, and decided on functionality as the core of the positioning.
GOOD OIL SOUNDS
like… well… what? The name had to be imposing, simple, and succinct. We were cooking the functionality, trying to figure out what functionality meant in a professional kitchen. It’s efficiency. We fried efficiency deep in oil until we got a freshly-cooked name EFFO. Sounds like the quiet frizzle of cooking oil in a frying pan.
WE TOOK IT A STEP FURTHER
because efficiency demanded the utmost accuracy in every detail. How do we accomplish that? We had to accurately segment the audience and offer each segment an effective product for each consumption occasion. To top up the EFFO CHEF multipurpose professional cooking oil, we offered EFFO DEEP FRY oil, perfect for long, deep frying, and EFFO BAKE baking oil, perfect for the long shelf life of products.
YOU SOMETIMES GO AS FAR AS PEEKING
to better understand what the client needs. Before we materialized the meaning in pixels, we peeked into the chefs’ kitchens and souls. We found that a good kitchen is a factory. It demands speed, accuracy, and readiness to obey instructions. The design of EFFO packaging was as functional as a tool for getting the job done. As self-descriptive as it could be. No extras.