K-salat – Julie Cramer

BRAND PLATFORM // K-SALAT // CONCEPT

Taking a stand against food snobbery

BRIEF: Create a new brand platform for Danish FMCG-brand K-salat to attract a younger demographic, while staying truthful to the heritage and spirit of the brand.

SOLUTION: By putting the everyday lunch brand, in contrasting haute cuisine settings, we wanted to communicate that K-salat is the opposite to food snobbery: affordable and unpretentious mayo-based "salats". All done with a wink and the tongue firmly planted in the cheek.

BRIEF: Create a new brand platform for Danish FMCG-brand K-salat to attract a younger demographic, while staying truthful to the heritage and spirit of the brand.

SOLUTION: By putting the everyday lunch brand, in contrasting haute cuisine settings, we wanted to communicate that K-salat is the opposite to food snobbery: affordable and unpretentious mayo-based "salats". All done with a wink and the tongue firmly planted in the cheek.

BRIEF: Create a new brand platform for Danish FMCG-brand K-salat to attract a younger demographic, while staying truthful to the heritage and spirit of the brand.

SOLUTION: By putting the everyday lunch brand, in contrasting haute cuisine settings, we wanted to communicate that K-salat is the opposite to food snobbery: affordable and unpretentious mayo-based "salats". All done with a wink and the tongue firmly planted in the cheek.

Good taste without all the fuss..

Good taste without all the fuss...

You might become what you eat, but food is not who you are. Food is coziness and chicken salad. It's cold cuts in the kitchen and dinner time at 6 p.m. Sharp! Because good taste sits better in the stomach than in a picture.

Let's turn off the filter

Let's stop talking about your homemade masterpiece and focus on the things that matter. Let's cheat a little and laugh when we find a shortcut. Let's take the food out of the kitchen and back around the table. Because, to be honest… Less can do it!

Well, it's just food

In a world where eating right and posting the perfect avocado is rapidly treanding, we created a statement that speeks directly to that phenomenon by showcase that there is anoter way to a happy tummy.

Personality through a loving conflict

We wanted to break down the overshadowing price focus in the category, by using personality and humor.

In simple one-take videos made directly for social, we showed K-salat in high end gastronomical settings. But with the kicker of something going wrong and thereby letting the air and anxiety out of the situation.

We wanted to break down the overshadowing price focus in the category, by using personality and humor.

In simple one-take videos made directly for social, we showed K-salat in high end gastronomical settings. But with the kicker of something going wrong and thereby letting the air and anxiety out of the situation.

We wanted to break down the overshadowing price focus in the category, by using personality and humor.

In simple one-take videos made directly for social, we showed K-salat in high end gastronomical settings. But with the kicker of something going wrong and thereby letting the air and anxiety out of the situation.

We wanted to break down the overshadowing price focus in the category, by using personality and humor.

In simple one-take videos made directly for social, we showed K-salat in high end gastronomical settings. But with the kicker of something going wrong and thereby letting the air and anxiety out of the situation.

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Adding a new color

By adding a new light pink color to the family, we give the well known K-salat brand a fresh and updated look. A look that supports the fun and statement-driven tone of voice and speak to a younger audience.

By adding a new light pink color to the familiy we give the well known K-salat brand a fresh and updated look. A Look that supports the fun and statement-driven tone of voice and speks to a yunger audience

By adding a new light pink color to the family, we give the well known K-salat brand a fresh and updated look. A look that supports the fun and statement-driven tone of voice and speak to a younger audience.

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CREDITS

CLIENT
K-salat

AGENCY
Isobar

CLIENT
K-salat

AGENCY
Isobar

CONCEPT & ART DIRECTION
Julie Cramer

CONCEPT & COPY
Jonas Trier Knudsen

CONCEPT & ART DIRECTION
Julie Cramer

CONCEPT & COPY
Jonas Trier