Taste as a vehicle that takes us where the eyes cannot reach, as a privilege that allows us to discover the world from another perspective or as an advisor that tells us when something is worth it. The Catalan food chain Ametller Origen has activated a new brand strategy, developed together with the creative agency &Rosàs, claiming taste as the highest quality criterion and, at the same time, as proof of the way in which quality and product excellence converge in its proposal.
“El gust és nostre” expresses a commitment to conscious enjoyment
The new communication platform is expressed in “El gust és nostre” (The taste is ours), a claim in which the brand brings together its history as a family business, a model specialized in fresh and quality processed products; an activity that ranges from the field to the table experience, and a commitment to conscious enjoyment, food authenticity and a unique way of doing things.
It starts from the idea of how the importance of taste is diluted in the passage from childhood to adulthood, and that it is also affected by a context marked by speed and immediacy. “We invite you to stop to savor life and taste the flavors that hide behind the small details.“, comments the brand on its website. “At Ametller Origen we want taste to be the main protagonist when we eat, that is why we create and protect it when we grow and when we cook.”.
The platform, as well as the campaign that communicates it, is an invitation to consumers to trust in taste, and therefore, in the Ametller Origen proposal. This is due to its new global purpose of empowering the world to be guided by taste because, as it says, it is a key criterion when choosing what to eat, but also a formula for living better.
“El gust és nostre”, which is produced by Vivir Rodando, seeks to enhance the differentiation of the brand. Instead of focusing on product offering or price, it enters the realm of sensations to elevate its discourse, connect with consumers and transfer value beyond the shelves. ““Taste is the most authentic expression of the care, effort and passion that we put every day in thousands of small gestures, from the field to the workshop and our stores.”the brand commented on social networks.
Thus, the expression “the taste is ours” is a call to consumers, but also a materialization of the Ametller Origen model, which grows the products, prepares them and markets them; and a defense of its collaborators and suppliers. “Excellent taste is not a coincidence; It is the direct consequence of our way of doing things and this is what makes us unique”, commented Josep Ametller, CEO and Co-Founder of Ametller Origen, in a statement.
The activation of the campaign includes a landing page, content on social networks, executions on television, radio, press and point of sale.
