Solo - Open Kitchen


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In order to relaunch sales volumes and market share, N BBDO developed a 360° brand activation platform named Solo Open Kitchen, positioning Solo as the everyday inspiring cooking partner.

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Solo - Open Kitchen

  1. 1. Solo Open Kitchen Activation platform 1
  2. 2. The briefing Solo sales and MS were declining since 10 years. Brand image is obsolete and associated to less healthy animal fats. Develop an activation platform allowing to rebuild MS, rejuvenate the brand, and link it to ‘vegetableness’ 2
  3. 3. Central idea Creation of Solo Open Kitchen, a 360° activation platform, based on a central exchange for daily recipe inspiration with user generated content. A web 2.0 platform with leading edge on new media (social media, i-phone, rss, widget). Users can upload their own recipes in their own recipe books, invite friends, exchange comments… 3
  4. 4. Declinations A relationship program with 12 newsletters/year. Creation of ambassadors and a AFP (advertising funded program) Chef Versus Vlaanderen on VTM 3 in store momentums each year in interaction with the website and other tools. Partnerships with media (eg Culinair ambiance) and other brands (Univeg) 4
  5. 5. Results Significant increase of sales volume and market share. Website: 1.200.000 visitors/y 190.000 registered users 62.000 active members of My Open Kitchen community Chef vs Vlaanderen: 12 x 500.000 viewers/y 5