CELERY by Ogilvy & Mather Bogota for Criterion Knives

CELERY

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Industry Knives
Media Print, Magazine & Newspaper
Market Colombia
Agency Ogilvy & Mather Bogota
Creative Director Diego Ortiz
Art Director Camilo Ruano - Andres Hernandez
Photographer Javier Crespo, Dario Mora
Released October 2011

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: CARULLA
Product/Service: CRITERION KNIVES
Agency: OGILVY & MATHER COLOMBIA
Date of First Appearance: Aug 9 2010
Entrant Company: OGILVY & MATHER COLOMBIA, Bogotá, COLOMBIA
Vice President Creative: John Raul Forero (Ogilvy & Mather)
General Creative Director: Juan Jose Posada (Ogilvy & Mather)
Creative Director: Diego Ortiz (Ogilvy & Mather)
Art Director: Camilo Ruano (Ogilvy & Mather)
Art Buyer: David Alvarado (Ogilvy & Mather)
Photographer: Javier Crespo (Foto Crespo)
Photographer: Dario Mora (Mora Estudio)
Media placement: Print - El Tiempo - August 9 -2010

Insights, Strategy & the Idea
CARULLA, a supermarket chain targeting high profile customers had its own line of cutlery with very good design but in a medium range between ordinary cutlery a high end brands for kitchen specialist, but soon discovered that people wasn't willing to pay an extra price for fine cut knives because they were all generics, there wasn't a brand for knives. So we launched a campaign in order to position our brand and explain the difference of a fine cut versus an ordinary brand.

Creative Execution

In a very didactic way, we needed to show what was obvious: precision cuts. What we did was to use the spaces between the classifieds section which is one of the most read in Colombian newspapers and without interrupting the lecture people could see food cut into very small slices showing the accurate cut of our knives in a way a print ad had never appeared before. We bought just a small ad to show our knives and brand, but our budget in media felt stronger because it felt like we owned the whole double page.

Results and Effectiveness
CRITERION have become Colombia's only known brand of knifes. The first lot completely sold. The line of products expanded to glasses and other kitchen products. Ads were so easy to produce that we made several references, and even did an outdoor campaign. It was a success based 100% on its communication.