reglas DE distancia
Se hizo un trabajo de equipo a distintos niveles buscando una forma de complementar y reforzar el cumplimiento de las distancias de seguridad.
Dada su importancia, las distancias de seguridad han sido estudiadas con precisión para cada una de las circunstancias laborales y son regularmente difundidas.
El objetivo aquí era aportar, complementar ese trabajo desde otra dimensión.
USING YOUR NOODLE
A SOLID BASE TO BUILD ON
PASTAS SUAZO
This project was all about a small pasta factory that was languishing far from its main market.
They were going through a number of difficulties and their poor packaging was a reflection of that.
But the product they were selling was outstanding: and for us that was enough of a base to build on.
In supermarkets in general, they only occupied two spaces on the lower shelves and were too similar to the low-cost pastas to really stand out.
And on the other end of the scale, their 2 other spaces were among the market leaders. And they had no chance of negotiating a better space.
An advertising agency going to great lengths to propose scripts for a series of creative commercials, but there was no budget for a TV campaign (and according to our analysis, this wasn’t among the company’s most pressing needs).
Small sales and trade marketing teams. No budget for advertising or for internal projects.
After months of visiting chefs and exploring points of sale, we saw that we had a great product on our hands, and we decided to build from there. To build from the only solid thing we had, and not from advertising.
We took this photo of all the pastas that were hidden away in their horrible packaging in order to visually represent the potential we saw in the product.
We knew these were good pastas, really good pastas. And that the small internal teams knew how to “use their noodles”.
Once we knew we had those ingredients at hand, we were able to use that base to build off both internally and externally. A real, solid base.
The Project we developed might look like a branding and packaging campaign on the surface, but actually what we wrapped up inside it was a much further reaching company-wide project.
WE MADE TRANSPARENT PACKAGING
So that the consumer could see the only thing that would set us apart from the competition: the product.
ONE OF THE OBJECTIVES BEHIND THE TRANSPARENCY WAS ALSO INVOLVING ALL OF SUAZO’S WORKERS IN QUALITY CONTROL
The transparent packaging meant that all the workers at the factory could check every time they went to the store if the pasta was the right shape and color.
The whole company was involved in sales and quality control.
WE BROUGHT
Internal and
External objectives
Together
In one package
IT HELPED to show off and develop
NATURAL PRODUCTS
Thanks to this new motivation, the internal teams began to systematically develop new products with natural ingredients, and we started to build up a product range that was irresistible to the supermarkets.
The supermarkets tended to have the cheap pastas on the lower shelves, the mid-range pastas at eye level, and the special pastas at the extremes. In fact, during our weekly trips with the salespeople and distribution teams, we sometimes heard wives saying to their husbands: “stay in the middle. The pastas on the edges aren’t for us.”
The layout of the shelves was segmented and even led to exclusion!
Besides thinking that this was a terrible thing socially speaking, it just felt ridiculous: everybody has enough money for a sandwich at lunch time, and it costs the same as a packet of healthy pasta with turmeric or chia that can feed the whole family.
We shifted the paradigm
Of SHELF SEGMENTATION
We went to the supermarkets where we had “friendly” relationships and proposed something radical: to get rid of the segmentation and have more inclusive shelving, where the whole range of pastas would sit together: traditional pasta, special pasta, and flavored pasta all together. This way the range would stand out thanks to the colors and shapes of the packaging that we had designed. Strengthened further by transparency. And people could choose their pasta according to their tastes and budget, without having to stand in one “social” area of the shelving or another.
