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Let’s start a revolution in food texturizing
IFF - product launch campaign
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Industry: Food
Launching a ground-breaking solution
IFF aimed to introduce TEXSTAR™, a groundbreaking enzymatic texturant, as the new standard in food texturizing. The goal was to create a compelling campaign that not only communicated the product’s unmatched performance and sustainability but also positioned IFF as a visionary leader in the food and beverage industry.
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True north
It is time for change!
At the heart of the campaign was a commitment to revolutionize food texturizing through TEXSTAR’s innovation. By addressing the demand for cleaner labels, sustainable production, and reliable supply chains, TEXSTAR becomes a trailblazer for modern food manufacturers. The strategy focused on TEXSTAR’s ability to completely replace traditional (often starch-based) texturants, ensuring premium quality and enabling more responsible production.
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Ideation
A new dawn in texture
We created the idea of a "texture revolution," drawing inspiration from activist language and visuals to capture attention and inspire change. Modular key visuals combined bold headlines with imagery of activist crowd and vibrant dairy and plant-based yogurts. This allowed us to bring together TEXSTAR’s functional benefits and its broader mission of sustainability and innovation.
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Creation
Starting a revolution
We crafted bold visuals with activist energy—diverse people holding yogurts alongside rallying calls like “Join the Texture Revolution.” A one-minute video captured TEXSTAR™’s groundbreaking innovation and sustainability, driving curiosity and commitment. Unified digital tools amplified the message across platforms, turning TEXSTAR™ into a call to action for a better, more sustainable industry.
The campaign came to life through a suite of assets designed to inform, inspire, and drive action.
Campaigns Deliverables
Key visuals
Messaging
Activation video
Landing page
Social media templates
Sales deck
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Activation
Join the revolution
This campaign was designed to hit hard and fast. Animated banners, LinkedIn posts, and targeted emails rallied the industry, declaring TEXSTAR™ the new market standard. The TEXSTAR™ landing platform aimed to launch the revolution – empowering sales teams to lead the way, driving adoption and sparking real change in food texturizing.
The campaign launched across multiple touchpoints to maximize reach, creating digital awareness, claiming thought leadership and enabling sales to connect with potential clients and industry leaders effectively.
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Our imagination at work
A blend of creativity and strategy aims to make TEXSTAR’s launch unforgettable. By merging cutting-edge design, clear messaging, and a forward-thinking narrative, we amplify the revolutionary potential of TEXSTAR™. This campaign is a clear example of our ability to translate technical innovation into an emotionally resonant brand story.
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"The TEXSTAR™ campaign by Norvell Jefferson was a game-changer. Their creativity and strategic insights perfectly captured our vision: inspiring industry leaders to join us in reshaping the future of food texturizing."
– IFF Marketing Team