brandcommsoup

[brandcommsoup]

Analysis

Website:

The design of the website is very simple and legible with simple navigation and a dominating display of images from their farms. They use an image of the pumpkin grower, introducing him as David. This makes the consumer feel connected to the product personally. Unfortunately the website is lacking in information on the origins of naked local, it is a trend for people to be interested in the origins of their food and also supporting businesses. If Naked included this information with more indroductions of their growers I think it will increase the personality of their brand and give people a perception of familiarity. Pitango succeeds in this aspect because they have an origins page that explains their origins and gives people an insight into their somewhat humble beginnings.

Social Media:

Naked Cuisine uses Facebook as it’s sole social media platform. They use it as a place to promote competitions, show people their growers for each vegetable, and introduce their Grandma Ambassadors (an initiative that recruits grandmothers to taste the soups to ensure it has the ‘grandma’s approval’. This idea really enforces the homely aspects of Naked, linking their soups to everybody through their grandmothers. Naked Cuisine’s imagery on their page is mostly professional photography or videography compared to Pitango’s Facebook page where the images largely appear to be taken with a cellphone. This makes Pitango deen as more humble in contrast to Naked’s somewhat ‘showy’ photography.

Packaging:

Naked Locals soup packaging is simplistic and sleek, a quality they claim for the soup inside. They use a block colour that is representative of the key ingredient and images of that ingredient in its raw, untampered state. The vegetables in this form combined with the dirty hands holding them portrays that sense of freshness and organicness that they are after. In contrast, Pitango’s packaging is brightly coloured and patterened which takes away from their ambition to present a natural soup. Although their colour palette is artificial, they balance it by having a transparent bag that displays the soup inside. This is a great way to show honesty within the product.

[brandcommsoup]

Week 4

Consumer Research

Naked Soup:

Waiting at bus stop by taranaki street 5:00 overcast

Bus: magic school bus older. Very friendly old man with a cap. Half full strangers

Short journey down taranaki. Boring getting darker very grey

Te Papa. broccoli soup festival. Stalls giving out soup. Gazebos inside. In foyer. Heaps of people, packed.

I approached him. Jeans and t-shirt.

Go watch the giant broccoli soup waterfall inside te papa.

Bus stop on rural road. Forest either side. 8am. Waking up

The bus. White with blue stripes. Semi-old. Same journey.

Old little man. Silent. Moustache. Police hat. Old school door.

Straight road. Trees the whole way.

Lodge. Curvy driveway thing. Massive food shop w wooden crates full of veggies. Whole foods. People there. Excited. Vegan heaven

American camp counsellor dark hair. Yellow polo with white stripe on collar.. Cooking class. Make a soup.

Early morning, rolling hills, little farm shed, dirt trail.

used/ not brand new SUV a bit beaten, black, upper-class but casual.

Classic kiwi bloke, NZ Farmers, NZ people, farmscape

Small modern lodge, field

Going to meet farmers, show us how they get produce, processes, sitting on deck with running stream below, beautiful scenery, eating soup, talking about soup.

Smart but casual, four wheel driving, excited.

Pitango:

waiting at parents house (countryside), sunny

posh scooter- creme and black, all in black (chill biker), early 30′s

tree tunnel, tarmac but bad

pine forest, soup picnic in woods, posh canteen, mushroom soup, 30+ people gathering, pretty

wholesome, excited

older woman, long curly hair +long skirt, smells like incense, gonna go smoke a spliff

at vic uni, lunch time, construction workers

a hippy van with guy out the window

half full van and guy who is driving has a bright coloured shirt saying PITANGO, puns, funny

very long journey, bumpy, bad driver, interesting music, blindfolded, arrive at movie set

tropical rainforest, waterfall of soup, drums and guitars, casual, tables set up with soup, people are lowkey worshipping soup, soup has powers

guy with dreads, crazy/enthusiastic, stamped his hand and said that when the music stops there will be a soup sacrifice and the final ingredient will be added.

at a bus stop

a giant bowl of soup on wheels

a spoon was in charge of driving it, there was noone else there. 

just taranaki street

a bus stop but all the busses were giant bowls of soup

another person completely covered in soup looking very confused, all the bowls had hoses coming out of them and it was explained that all the flavours were being mixed into a bigger bowl  of soup to make a new flavour.

[brandcommsoup]

Week 3

Brand Identity Blueprint 1

[brandcommsoup]

Macro-Trends

According to https://www.forbes.com/sites/barbstuckey/2017/02/07/five-food-beverage-macro-trends-for-2017/4/#2ab7607a28e4  

PERFECTLY IMPERFECT PACKAGED FOODS

We know how to solve unpleasant textures and bitter “off” flavors. However, our Millennial clients are not dissatisfied with these so-called faults; in fact, they view them as badges of authenticity. our perception and definition of perfect food is changing and the momentum towards a cleaner food ethos is being defined as wholesome and real. Only time will tell if consumers will accept these “imperfect” products, but indications are that the under-30 crowd will—and willingly.

THE MOVE FROM ANIMAL-BASED TO PLANT-BASED TO CELLULAR AGRICULTURE

We are firm believers that the term “plant-based” is where the industry will go. The word vegan is so loaded with activist imagery from the ‘60s and ‘70s that it sounds scary and divisive. The reasons flexitarian consumers are leaning toward plant-based foods are as much about health as they are about environmental sustainability and animal rights—what vegans have stood for in the past.

THE POST-TRUTH ERA’S IMPLICATIONS ON FOOD & BEVERAGE

The Pew Center conducted a study on food that found, for example, that “39 percent of the survey participants believe that genetically modified foods are worse for your health than non-GM food. “the study committee found no substantiated evidence of a difference in risks to human health between currently commercialized genetically engineered (GE) crops and conventionally bred crops.”

[brandcommsoup]

Week 2

notes from week 2 class and lecture

_______________

Worked on target audience.

Foodie: a person with an avid interest in food: often seen documenting their meals on social media.

Locavore: someone who buys local produce whenever possible.

Eco-friendly: someone who cares about sustaining the quality and health of the earth.

health conscious: a person who desires to feed their body with only healthy foods and are often seen jogging or participating in yoga.

[brandcommsoup]

Pitango Soup: 4 P’s

Product: Quality, fresh ingredients. Entrepreneur. Humble beginnings. More expensive. Organic and Free Range.

Price: $5.89 for 600g ($9.82 per 100g). Same place as Naked Local on price scale.

Place: Fridge section towards bottom shelves. Organic, conservation conscious. full time workers.

Promotion: Fresh. G.F, Organic, Free Range. o preservatives. High Quality. Locally grown. “real, honest food & nothing else!”

[brandcommsoup]

Naked Local Soup: 4 P’s

Product: authentic and organic soups made by real people. In a bag- creates a upper-class feeling. Gluten Free and healthy. Support Oxfam. Simple Flavours. 

Price: $4.80 for 500g ($9.60 per 100g) middle to high on price range. Cheapest $0.80- dearest $9.95

Place: in the refrigerator section of Countdown at the eye-level shelf. Uses all NZ products and ingredients.

Promotion: homely/authentic. made by locals for locals (specifically, mentions where ingredients are from ie. Gisborne Tomato). Healthy. Organic. Health star rating. quality ingredients. good for local business (supporting NZ farming)

[brandcommsoup]

Week 1: What is a brand?

notes for our discussion around what a brand is.

_______

Homework: buy and use our products. My brand is Naked Organic Soup and the competitor is Pitango Soup. I bought and ate these. Both tasted nice, both tasted and felt fresh due to the packaging.