Services
Communications Campaign
Brand Identity System
Brand Guidelines
Year
2016-2017
Sector
Condiments, Dressing, Sauces

Bringing you Pickled Perfection

Following the Rebrand and Packaging design of Melis, BrandSeers was asked to develop and execute a 360 Communications ATL and BTL Campaign in order to achieve a successful roll-out of the new proposition and pack design across multiple international markets.

The goal was to build awareness, understanding and appeal/excitement amongst the key audiences; trade, members of the local & national press, current customers, potential new consumers in all key markets – e.g. Germany, UK, Turkey.

We created the communications idea, ‘Pickled Perfection’, a depiction of Melis’s love and nurturing of its produce to bring its customers the perfect taste. The campaign captures the core founding values of authenticity, respect, and purity yet reinterprets them in a way that is relevant to today’s audience. The heritage that the Melis girl symbolizes on pack and the modernity of the Melis girl featured in the campaign, created a valuable contrast, resonating with today’s urban farming aspiring customers.  We found a romantic yet fresh way to tell Melis’s story and break away from competitors.  By heroing Melis’s promise to preserve maximum freshness by getting produce from farm to jar in no more than 8 hours we were able to tell a factual yet fictional story triggering the hearts and minds of our customers.

The campaign ran on international TV, print, digital and social.

To launch the jar and packaging design BrandSeers;

  • Developed the scenario, messaging, art directed and in collaboration with Polpo Production produced the TV advertising Film, Print Campaign, Product Photography Shoot, Melis Corporate Film, Animated lower TV ads, and 2D animations of hero products.

  • Designed a new website to reflect the new brand positioning and “Pickled Perfection” Campaign.

  • Designed an exhibition stand design, a digital invite, bag design and e-signature.

  • Designed an in-store retail tasting stand.

  • Developed the “Pickled Perfection” Social media strategy and designed executions and established guildelines.

  • Developed a product catalogue depicting the new proposition and featuring new photography of all of Melis’s newly designed 150 SKU’s.

  • Designed Joint brand communications pieces featuring 3 portfolio companies; Euro Gıda, Melis and Euro Ran; thus also resolving the portfolio relationship between the 3 brands.

  • Supported the Melis marketing team in the New Brand Internal Communications Launch by designing branded flags, the launch presentation content and design, and experiential ideas to motivate, and engage staff around the new brand relaunch.

  • Bringing to life the new brand identity via Corporate Collateral – business card, letterhead, envelope, email signature, A4 folder.

  • A detailed Brand guideline to provide every brand rule around all assets developed e.g. new Melis packaging, Communications Campaign.  The guideline will support The Melis marketing team to further innovate according to the core brand principles and design system.

Melis began implementing BrandSeers’s work in November 2017, we are excited to share the results as they become available!