Flavor Your Life
FLAVOR YOUR LIFE: THE SIGNIFCANCE OF A LOGO
The name of the new campaign ‘Flavor your Life’, suggests the concept of living in harmony. This is an idea that Unaprol holds close to their heart and wants to share with consumers to improve their quality of life, starting right from the table … Extra virgin olive oil is not only a condiment to enhance the flavors of our dishes, but it is also very beneficial to our health. The logo is meant to represent all of these concepts …
When you first see the logo, the eye primarily perceives and recognizes the shape of an olive tree which is a clear reference to olive oil. When you take a closer look, you notice that the branches of the tree are actually four human figures. These figures, symbolize harmonious physical form to outline a state of good health. They are all emerging from a single trunk and have their arms upraised giving life to leaves and olives.
The tree in this logo symbolizes life itself that joins us all as a community, and if seasoned with joy and harmony, will allow us to produce great works and flourish like a tree when the fruits ripen.
The campaign ‘Olive oil and olives – European quality’, promoted by the European Commission & the country of Italy and realized by Unaprol was launched to promote awareness and the consumption of European high quality extra virgin olive oil and olives, in partner countries, through the diffusion of appropriate information about the quality of the product, its organoleptic characteristics, its usage in cooking, traceability and European quality acknowledgments (Bio, DOP and IGP).
This is a three-year project (2012 2014), which aims to increase the market penetration of the companies in the countries of the Netherlands, Belgium and Denmark to support these activities with initiatives in stores Promotion and Communication.
This strategy involves the creation of very detailed actions to focus on one well-defined and well-focused target type in the ‘Member States: New Consumers’ for the implementation of initiatives to promote Belgium, Netherlands and Denmark. The program will focus primarily on the relationship with the distribution in the countries concerned and promotional activities will subsequently be conducted to encourage testing of the products. Finally, communication initiatives will be undertaken to consolidate consumption.
THE MARKETS OF INTEREST
The ‘New Consumer’ countries have the potential to support growth in the consumption of olive oil through informational campaigns and promotion. In particular, Belgium, Holland and Denmark have:
- a potential income which is able to support a high quality product
- a food culture sensitive to quality products, capable of understanding the organoleptic characteristics, health benefits, environmental protection and cultural and historical value.
THE TARGET GROUPS
The target groups are homogeneous groups identified on the basis of type of function that the product will meet and, with regards to the final consumer, for relevant socio-demographic characteristics. The following are those identified for the purposes of this program:
- Opinion leaders and opinion makers
- Distribution of buyers and traders
EXECUTORS OF THE PROGRAM
For better implementation of the project and to optimize business results in the various markets, UNAPROL has selected the firm Cassandro in a joint venture with a highly specialized PARTNER in each market with a local team: GREEN SEED GROUP.
Green Seed is an international network of 11 direct offices that have been working and consulting together for over 25 years in the food industry.
Each office has direct and personal contacts with the main buyers of the chains, known operators and distributors in their markets. They are also capable of organizing the logistics and have Integrated Marketing and PR departments to implement each activity.