Mega Image sets the bar high in providing top-quality products and aims to establish itself as a “food-expert” brand. In early 2012, the retailer introduced a series of exotic, unfamiliar products, such as onion jams, coco milk, pesto sauces, wasabi pasta etc. Our task was to promote them.
|Strategy:||These “niche” products raise interest to a certain target: food lovers, with high income, prone to adding new ingredients to their dishes. But their perception is that these products are fancy and their usage requires culinary skills. As they’re often confused by the vague label, our challenge was to overcome this lack of info and persuade our target to actually try the products. We set out to drive sales and educate our target about the products’ benefits in an engaging, but non-intrusive way.|