Nutriad, international manufacturer of animal feed additives, has been a choco customer for some years. Our latest assignment for them is quite impressive: launching their Chinese subdivision Feed Flavour International.
The first task of choco was to install the brand. A DNA exercise with the Chinese management team resulted in a clear brand story, from which a corporate style and associated baseline ‘The No. 1 Tastemaker’ developed. Choco further provided the new logo and its application on all stationery.
Subsequently, choco came up with a launch campaign based on the logo, to increase the recognizability and make the logo (and brand) top of mind. Part of the logo was converted into a smiley, or - with a minimal adjustment - a charter. In a second advertisement round, choco focused on the product categories, where the illustrated animals were begging for FFI, with good arguments. A cow, for example, chews her food twice, so a good taste is rather mportant. The ads can be admired in a numerous professional magazines, unfortunately for us only in China.