OSWALD UNILEVER BESTFOODS

CLIENT: Oswald Unilever Bestfoods

SERVICES: Product Rebranding, brochures, Direct Mailing

PROJECT: Oswald has been producing a wide range of spice blends, ready-mix sauces and bouillons since 1951. Door to door sales and exhibition stands at Shopping Centres had been their main distribution channel. When they approached us they had a good customer base but were also aware that 90% of their clients were over 50 years old, and the brand was unknown amongst the younger families who were opting for more familiar brands like Knorr and Maggi.

After thorough market research we came up with a new brand image and reintroduced the strapline “Fine Cuisine” to position their products firmly in a different market category then the competition.

We suggested introducing their range of products with easy to prepare menus to suit a busy young target audience. Keeping in mind not to alienate the existing customer base we invited well-known Chefs across Switzerland to come up with contemporary dishes that would reflect the new nutritional trends, as well as emphasising how easy it is to prepare good tasting everyday meals.

The new brand design was used on brochures, exhibition stands and the website, as well as on other comms channels. Oswald was pleased with the results. Sales increased by 36%, brand popularity grew, and importantly a new, young and loyal customer base was created.

PRODUCT BROCHURE