Video file
Video file
Building an extraordinary value proposition
Cargill Cocoa and Chocolate - positioning and branding
The story of
Science
Request
Building a stronger brand perception that leaves a mark
With the launch of their new Big Chunks product, Cargill wanted to shape a new way in which we communicate to their customers. Using this product launch as a steppingstone to elevate the way they communicate around their solutions.
Leading to a stronger relationship with their customers and building more opportunities through a better brand recognition.
Image
A delicious chocolate treat to work on
True north
Where science and solutions meet
The Big Chunks product was merely a first step into a new mindset in which we challenged Cargill to think with an overarching conceptual mindset. To build a visual and messaging narrative that would align their product communications and initiatives. Improving their brand image. Shift the perceived image among existing clients of the Cargill Chocolate.
Rebranding Cargill Cocoa & Chocolate as the sensorial expertise innovator that they are.
Video file
Ideation
Blending and mixing science with senses
We wanted to connect the product to a larger idea, a “method” “science” & “artform” all at once. A combination of Cargill’s expertise, art and knowledge of chocolate sensory experiences built over the years. Much like the art of mixology, Cargill knows how to make the right blend in crunch, texture, touch & taste. The products created with this method (like big chunks) are sure to leave a premium impression on the customer’s products and business.
Image
Creation
We make science sexy
The basis for their new visual narrative was compelling photography portraying their products in extraordinary ways. However, the true magic of Cargill is not the end result per se. It’s the science that enables their customers to create such delicious treats.
We designed a graphical overlay called ‘the science layer’ that underlines science aspects of the chocolate creations.
Creating a more intriguing images that moves beyond conventional chocolate photography and make it sexy with science.
Deliverables
Brand concept
Messaging framework
High-end key visuals
Food photography
Print collateral
Digital assets
Moving visuals
Activation film
Image
Image
Video file
Image
Image
Image
Video file
Image
Activation
A new way to increase marketing communication success
Cargill saw their goal reached 66% quicker than planned. The initial campaign received 152% more enquiries in 1 month compared to the previous one.
Paving the way for multiple internal marketing awards and strong product campaigns that truly does justice to the Cargill brand.
Image
Our imagination at work
Enriching the concept from a product driven approach to a durable storytelling narrative that could be applied to the whole division, we showed that we do not care for the one-off but build something that lasts. And until this day we are creating campaigns where science and chocolate meet.
Image
“We were looking for a partner that exactly understood the challenges that we had. We hit it all right from the get-go with a very nice level of energy together with Norvell Jefferson and our team.”
- Cargill Cocoa & Chocolate