Roggenkamp Organics Design & Branding HOMEMADE-STYLE SOUPS by Scholz & Friends Berlin

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HOMEMADE-STYLE SOUPS

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Industry Pre-Cooked Meals & Frozen Food
Media Design & Branding
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens, Wolf Schneider
Creative Director Michael Winterhagen
Art Director Maria-Michaela Tonn, Ralf Schroeder, Maja Cerning, Esther Schwarz
Copywriter Lina Jachmann, Doerte Schuetz
Photographer Attila Hartwig
Released October 2010

Credits & Description

Category: ii. Core FMCG
Advertiser: ROGGENKAMP ORGANICS
Product/Service: SOUP
Agency: SCHOLZ & FRIENDS BERLIN
Date of First Appearance: Oct 4 2010
Entrant Company: SCHOLZ & FRIENDS BERLIN, GERMANY
Executive Creative Director: Wolf Schneider (Scholz & Friends)
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
Managing Director/Consultant: Caroline Theissen (Scholz & Friends)
Creative Director: Michael Winterhagen (Scholz & Friends)
Art Director: Ralf Schroeder (Scholz & Friends)
Art Director: Maja Cerning (Scholz & Friends)
Art Director: Maria-Michaela Tonn (Scholz & Friends)
Art Director: Esther Schwarz (Scholz & Friends)
Copywriter: Lina Jachmann (Scholz & Friends)
Copywriter: Doerte Schuetz (Scholz & Friends)
Photographer: Attila Hartwig
Image Editing: Maren Boerner
Media placement: Enamel Pot "tomato Soup" - Supermarket, Health Food Store - 04.10.2010
Media placement: Enamel Pots "close-Up" - Supermarket, Health Food Store - 04.10.2010
Media placement: Enamel Pots " Store" - Supermarket, Health Food Store - 04.10.2010

Describe the brief from the client
How can we bring together organically grown ingredients, fresh, “homemade-style” preparation, selected recipes by internationally renowned chefs and sustainability for one product in order to attract maximum attention?
Target Group: people aged between 20 and 50 or over living an urban lifestyle, who nevertheless indulge in a healthy, high-quality diet. They are very conscious of traditions and values and place a lot of importance on sustainability.

Describe the challenges and key objectives
With its “Hausmacher Art” (“homemade-style”) fresh soups, Roggenkamp Organics is setting out in a new direction within the ever-growing organic food sector. The sustainable packaging made from durable enamel gives Roggenkamp Organics’ fresh soups, added value and attracts attention. The soups’ recipes are created by international award-winning chefs and only organically grown ingredients are used.

Describe how you arrived at the final design
The stockpot has been around since the Bronze Age, looking back at a 4,000-year history of success. Roggenkamp “homemade-style” fresh soup is rediscovering one of our civilization’s oldest goods: with packaging that is sustainable, durable and that can be used again and again, it has managed the leap forward into the 21st century. And Roggenkamp Organics’ enamel pot is here to stay - after use it can be easily rinsed and refilled with Roggenkamp’s fresh soup as often as desired. Thus the Roggenkamp Organics brand becomes a permanent fixture in German cupboards and fridges.

Give some indication of how successful the outcome was in the market
The sustainable packaging made from durable enamel gives Roggenkamp Organics’ fresh soups added value and attracts attention. The soups’ recipes are created by international award-winning chefs and only organically grown ingredients are used.