Challenge
Strengthen perceptions of Azbuka Vkusa’s exceptional quality in a category where quality has become a basic expectation and therefore provides little differentiation.
Azbuka Vkusa — a language for quality
How to communicate exceptional quality when every competitor talks about quality.
My role
I developed the strategic part of the pitch: category analysis, tension, insight, communications approach and creative brief.
Strategic solution
Instead of proving quality with another set of rational arguments, translate it into the emotional language of taste and discernment: Azbuka Vkusa is for people who know good food and choose the best.
Outcome
The pitch was won, and GG became the client’s creative agency.
What I delivered
- 01Category and competitor analysis
- 02Consumer tension and insight
- 03Communications strategy
- 04Creative brief
- 05Strategic pitch development
Asset 01 · Key VisualMaterials are not available for public releaseNot for public release
Asset 02 · DetailCreative territoryPhotography, layout or interface
Asset 03 · ContextPitch materialsReal-world application