CULTIVANDO TALENTOS X GRANINI
The juice brand Granini needed to revamp its image in order to connect with a younger audience and prepare itself for a transition towards more sustainable practices.
We Designed a strategy for 2020 to 2025 to integrate the circular values with a Action plan called “ Cultivando Talento” powered by ECKES Group with the Creative Disrection of VMLY&R from WPP Group.
OBJECTIVE
To change Graninni's brand perception, transforming it into a reference in the sustainable future market and connect to the new audience
To change Graninni's brand perception, transforming it into a reference in the sustainable future market and connect to the new audience
RESULTS
A strategic map with three phases, the first one being their own Contest of Sustainable Innovation: Cultivando Talentos (Growing Talent). By partnering with Foodture Barcelona we called 10 talents from different backgrounds and challenged them to transform the leftover peach seeds into objects of functional design.
We served as mentors and guides throughout the whole process and managed to achieve impressive results. In the end two projects were awarded, one by the public (With the Peach’s Heart, peach seeds paper by NoQuedaTinte and Sebastián Donoso) and another one by a panel of expert judges (Natural Tools by Iván Merino).
The contest generated 10M impressions on social media for the brand, 3K video views, 4K visits to the web, 700% of sessions in the site and most important of all, this initiative allowed to position the brand in a new territory: sustainable innovation.
A strategic map with three phases, the first one being their own Contest of Sustainable Innovation: Cultivando Talentos (Growing Talent). By partnering with Foodture Barcelona we called 10 talents from different backgrounds and challenged them to transform the leftover peach seeds into objects of functional design.
We served as mentors and guides throughout the whole process and managed to achieve impressive results. In the end two projects were awarded, one by the public (With the Peach’s Heart, peach seeds paper by NoQuedaTinte and Sebastián Donoso) and another one by a panel of expert judges (Natural Tools by Iván Merino).
The contest generated 10M impressions on social media for the brand, 3K video views, 4K visits to the web, 700% of sessions in the site and most important of all, this initiative allowed to position the brand in a new territory: sustainable innovation.
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SUSTAINABLE INNOVATION / CIRCULAR DESIGN / BRAND STRATEGY / MATERIALS RESEARCH / PRODUCT DESIGN /
SUSTAINABLE INNOVATION / CIRCULAR DESIGN / BRAND STRATEGY / MATERIALS RESEARCH / PRODUCT DESIGN /