Lima Organic Food Design & Branding THE FIRST COOKABLE ORGANIC CHRISTMAS CARD by Air Brussels

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Industry Grocery and Other foods
Media Design & Branding
Market Belgium
Agency Air Brussels
Director Jean-Sebastien Delacroix
Art Director Antoinette Ribas
Released December 2011

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Product/Service: LIMA ORGANIC FOOD
Creative Directors: Gregory Ginterdaele/Marie-Laure Cliquennois (Air Brussels)
Art Director: Antoinette Ribas (Air Brussels)
Account Supervisors: Judith Tresignie/Sandrine Dicop (Air Brussels)
Director: Jean-Sebastien Delacroix (With Me)
Graphic Designer: Clara Climent (Air Brussels)
Clients: Sophie Mommaerts (Lima Food Belgium)
Media placement: direct mail - mailing - 22 December 2011

Describe the brief from the client
Lima is the pioneer brand in the category of organic food. Lima wanted to reinforce this position with its partners and consumers during the Christmas season.

Describe the challenges and key objectives
To reinforce the position of Lima as a pioneer brand in the category of organic food.

Describe how you arrived at the final design
We came up with the edible Christmas card. It was sent to all Lima partners, distributors and retailers.
Besides wishing a tasty and healthy Christmas, it also directed them to the website, which gave more details on how to prepare it.
Indeed, the paper was entirely made of organic celery and leek. And the ink was edible too. Once ready, it could be enjoyed with the traditional Christmas meal: turkey with chestnuts, pears, cranberries and organic greeting card mash.
Lima's resolution for the New Year ? Enjoying every single bit of it.

Give some indication of how successful the outcome was in the market
The number of visits to the Lima website tripled in 48 hours. The edible greeting card initially created for Belgium, France and The Netherlands, ended up being produced for Germany, Austria and Switzerland too.
The card (and Lima) got press coverage in newspapers and online. Lima was invited on a show radio to prepare the card and conduct a live tasting. An impressive amount of ‘mmmm’s were noticed on the 24th of December between 9pm and 11pm.
Christmas was healthier than usual.