l'USINE
Challenge
Adopt an aggressive plan to meet the growth ambitions, repositioning l’usine as a “fresh, nourishing, healthier” brand; develop and launching a new brand proposition that can carry the entire range of l’usine.
And to rapidly claim leadership in the bread category and increase volume share. Lusine has reached for in-comms to develop and launch a new brand proposition that would carry the entire range of Lusine using the bread as the product that will carry the brand value proposition.
Insight
Culturally, there was a rapidly increasing concern about the rising obesity levels in Saudi society and consumers becoming concerned and demanding about ingredients in packaged food products. Consumer Research revealed that while mothers were aware of the food pyramid, they were not fully aware of bread’s nutritional value for children, considering it only as a filler and a carrier for what is in between (cheese, meats, veggies).
And to rapidly claim leadership in the bread category and increase volume share. Lusine has reached for in-comms to develop and launch a new brand proposition that would carry the entire range of Lusine using the bread as the product that will carry the brand value proposition.
The Idea
“Bread of life”
The “bread of life” campaign launch featured a series of messages challenging the wrong perceptions regarding the nutritional values of bread. The campaign included on-pack educational menu suggestions that suit different lifestyles (active, brainer, energy). In-comms executed visual ads showcasing growth, healthiness and muscle building were also executed further to enhance the message “l’usine… better for you”.
