THE FIRST COOKABLE ORGANIC CHRISTMAS CARD Air Brussels für Lima Organic Food

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THE FIRST COOKABLE ORGANIC CHRISTMAS CARD

In die Sammlung hinzufügen
Notiz hinzufügen
Branche Ausstattungen und Dienstleistungen für Business, Corporate Image
Medien Werbung / PR
Markt Belgien
Agentur Air Brussels
Director Jean-Sebastien Delacroix
Creative Director Gregory Ginterdaele, Marie-Laure Cliquennois - Marine Vincent
Art Director Antoinette Ribas
Account Supervisor Judith Tresignie, Sandrine Dicop
Veröffentlicht Dezember 2011

Kredite und Beschreibung

Category: Corporate Image & Information
Advertiser: LIMA ORGANIC FOOD
Product/Service: BRAND IMAGE
Agency: AIR BRUSSELS
Creative Director: Gregory Ginterdaele/Marie-Laure Cliquennois (Air Brussels)
Art Director: Antoinette Ribas (Air Brussels)
Account Supervisor: Judith Tresignie/Sandrine Dicop (Air Brussels)
Director: Jean-Sebastien Delacroix (With Me)
Client: Sophie Mommaerts (Lima Food)
Graphic Designer: Clara Climent (Air Brussels)
Media placement: direct mail - mailing - 22 December 2011

Describe the objective of the promotion.
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 how the promotion developed from concept to implementation.
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. We came up with the edible Christmas card. It got sent to all Lima partners, distributers and retailers.
Besides wishing a tasty and healthy Christmas, it also directed them to the website cookinglimawishes.com, 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.

Explain why the method of promotion was most relevant to the product or service.
It reinforces the position of Lima as a pioneer brand in the category of organic food.
It has never been done before: an organic cookable Chrismas card with celery and leek.

Describe the success of the promotion with both client and consumer including some quantifiable results.
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 got invited on a show radio to prepare the card and do a tasting. Live.
An impressive amount of ‘Mmmmmmmmm’s were noticed on the 24th of December between 9 and 11p.m. Christmas was healthier than usual.