The "Feed the Mind" creative platform
Branding
Communication supporting product turnover on the shelf.
Client
Bakal
Industry
Food & FMCG
Range
Communication platform
Result
Increase in brand awareness and value
Our goal was to both increase brand awareness, improve product turnover on the shelf, and justify its higher price. We achieved this by referring to a new USP, previously unused in standard dried fruit and nuts communication, which usually focuses on the aspects of body and health. We focused on the area of brain functioning.
We created the "Feed the mind" creative platform, based on communication encouraging users to develop their creative potential and take on logical challenges.
Challenges and goals
1
Increasing shelf turnover
Bakal products were of great quality, but they needed a stronger purchasing impulse at the point of sale.
2
Justification for the higher price
The brand had to convince the consumer that premium means something more than just "better packaging".
3
Breaking communication patterns
Instead of another narrative about health and the body, we focused on something fresh — the brain as the center of action.
4
Building an engaging platform
We created the "Feed Your Mind" concept, which not only promotes the product but also engages users in a fun and enriching way.
We based the visual communication of the Bakal 'Feed the mind' platform on the cloud motif – a symbol of the brain, a walnut, and a thought bubble.
Result
The brand built a new USP by showing dried fruits and nuts as products that support not only the body, but also the mind, creativity, and development. The "Feed the mind" platform became an engaging concept that can be developed through content, games, puzzles, and educational activities. Thanks to this, Bakal gained a clear point of difference from its competitors and a new way of building relationships with its audience.
