THE NESTLÉ EXPERIMENTAL KITCHEN by Agência Tudo Rio De Janeiro, Rosenbaum for Nestle

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Industry Confectionery & snacks
Media Design & Branding
Market Brazil
Agency Agência Tudo Rio De Janeiro
Creative Director Roberto Cipolla
Art Director Gladys Esher
Copywriter Ana Reber
Designer Marcelo Rosenbaum, Lúcio Ventania
Agency Rosenbaum
Released July 2011

Credits & Description

Category: Permanent Retail
Product/Service: NESTLÉ
President: Mauricio Magalhães (Agência Tudo)
Creative Director: Roberto Cipolla (Agência Tudo)
Planning Director: Cleber Paradela (Agência Tudo)
Production Director: Iron Neto (Agência Tudo)
Copywriter: Ana Reber (Agência Tudo)
Art Director: Gladys Esher (Agência Tudo)
Account Director: Alexandre Mutran (Agência Tudo)
Account Director: Ana Paula Pimentel (Agência Tudo)
Account Executive: Thaleya Freitas (Agência Tudo)
Architect: Adriana Benguela (Rosenbaum E Mach Arquitetos)
Designer: Marcelo Rosenbaum (Rosenbaum E Mach Arquitetos)
Architect: Fernando Maculan (Rosenbaum E Mach Arquitetos)
Architect: Mariza Machado Coelho (Rosenbaum E Mach Arquitetos)
Designer: Lúcio Ventania (Rosenbaum E Mach Arquitetos)
Media placement: Sponsor - Mercado Central de Belo Horizonte - 23/09/2011

Describe the brief from the client

The state of Minas Gerais is one of Brazil’s most important markets. However, the Nestlé brand did not enjoy significant local participation due to the populations’ high resistance to brands that are not traditional or made in Minas Gerais.

Nestlé needed to increase the brand’s awareness and earn the favor of the Minas Gerais consumer, in order to boost sales in the state and overtake competitors with strong local appeal.

Describe the challenges and key objectives
How do we win the heart of Minas Gerais without being from there? How do we foster a sense of belonging and importance for the brand within the community? To answer these questions, the agency designed a regional strategy for Nestlé that culminated with the campaign ‘The kitchen is the soul of Minas Gerais. The kitchen is where we all gather.' Soon after the Agency realised an ad campaign would not be enough to create sufficient brand experience to truly reach the people of Minas Gerais.

Describe how you arrived at the final design
For over 80 years the Central Market in Belo Horizonte has been housed in a structured venue with stalls set in concentric rings and pathways encircling its perimeter and radius.

Nestlé’s Experimental Kitchen was set up in 1 of the 4 L-shaped spaces that make up one of the concentric rings formed by a group of stalls on the ground floor. This group of 4 L-shaped spaces is located between the ground floor and the parking floor, like a mezzanine.

The Nestlé installation aimed at a visually impacting sort of architectural intervention while preserving the building’s original structure.

Give some indication of how successful the outcome was in the market
The Nestlé Experimental Kitchen became a platform for brand experience, promoting visibility and customer relations. The bamboo structure was erected through collective action, with the aid of 30 students from underprivileged communities located near the Bamcrus Institute.

- A rise of up to 25% in sales in several categories, under 3 months of operation
- Mention in key local and national media vehicles
- Presence of important personalities and authorities during special events