SAB. From the vegetable garden to the refrigerated aisle.

Industry - FOOD – pre-washed vegetables

SAB Ortofrutta
GOAL
Positioning in large retails stores.
OUTPUT
Strategy and creativity, design, advertising, web, social media.
YEAR
2017

Who said vegetables are boring?
Can’t they be tasty and fun?

From theory to practice

Shelf analysis
Green dominates, as well as a “farmer’s style”
Competitor Analysis
Everyone promises a functional benefit
Global Trend analysis
#funnyfood
Target Analysis
Families, health fanatics, workers in a hurry, singles.
Insight
Fear of monotony
Brand strategy
Personality: fun. Fun brands express energy and fun, they go beyond the usual way of doing things.
Positioning and promise
SAB fornisce l’offerta Made in Italy più variegata e allegra del mercato della IV gamma di tutta Europa.
Tone of voice
Expert, complicit, fun.

SAB is born, Vegetables ready for anything

Fun vegetables, a bit over the top, ready to mix, to dance together, to create new original combinations. Our challenge, in creating the logo, the payoff and the corporate identity, was to make this producer of bagged salads a brand with a memorable, lively and enthusiastic image.

A forkful of good humour against boredom

Sab has a smiling and young appearance, a witty spirit, an infectious energy. Its packaging mirrors its soul: the remarkable design and the lively colours capture the attention of the consumer, standing out from the monotony of the shelves.

This is why other salads are green with envy!

RESULTS

The liveliness and energy of SAB invaded supermarkets across Italy. What with play of words, smiles and recipes to share, between June and September we counted:

949.398

People reached on FB

3.709

Growth in fans

+100.000

Packs sold

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