Case Study

Taste marketeria DANGLes ​THE PROVERBIAL CARROT...

CHALLENGE

Create raving fans for a brand before the brand is even launched. We ​were tasked with creating the Brand Identity/logo for Taste Marketeria, ​a tagline that would capture the brand’s essence and would resonate ​with the locals as well as create a campaign that would create a ​demand for this upscale boutique grocery store before it even opened.

SOLUTION

We set out to establish the boutique grocery as the neighbourhood’s ​specialist in everything Fresh, Local and Organic. A boutique food shop ​and veritable feast for the senses, TASTE sources fresh from local farms

and that’s a difference you can taste. With this insight in mind, we ​created the tagline, “Close to home. Far from ordinary.”

To whet the appetite of area residents' in advance of its grand opening, ​we created giant symbols for all they stood for... fresh, local and ​organic.

The giant carrots were quickly embraced as locals took to social media ​to share their pics. The media wasn't far behind.

But we didn’t stop there. We asked them, what if we could “own” the ​attributes most near and dear to consumer’s hearts. The same ​attributes TASTE stands for – Local. Fresh. Organic. Leveraging the ​“TM” logo created for TASTE Marketeria, we created a campaign that ​allowed them to own, in a tongue-in-cheek way, those same ​attributes - Local™, Fresh™, Organic™ - a positioning that was ​unique, relevant and completely ownable by them and only them.

Then we brought those attributes to life with headlines that told their ​story and gave them a personality.

RESULTS

Tasked with creating raving fans for TASTE Marketeria before the brand ​even launched was no easy ask. But we tested and pushed the patience ​of would-be shoppers at this boutique grocery to the limits. Creating a ​demand for Fresh, Local and Organic products before the supply even ​existed.

• The media caught wind of the invented media, our “giant carrots” and ​provided earned media through writing stories in publications
  
• Visits to the website increased 530% within a week of the carrots ​being installed
  
• There were numerous near collisions with drivers trying to get a look
  
• Impatient shoppers started knocking on the door to get a look and ​start buying
  
• TASTE Marketeria started receiving calls from brands to carry their ​products
  
• The grand opening was standing room only with a line out the door
  

BOOM INTERTRIBAL

Confidential