Thomas Farms USA
Ulrieke Rütter
In the winter months, especially after Christmas the sales in meat are always hitting a low. We had to find a solution to uplift the meat sales in these months.
In a brainstorming session we came to a realisation that Valentine's Day falls in these winter months where the meat sales are dropping. Because Valentine's Day is hugeley celebrated in the US, we decided to create a Valentine's meat package. Now you can give some steaks to your partner as a gift, so that you both can enjoy a romantic stay at home steak.
Because it is quite out of the ordinary to give someone a steak for Valentines day, we wanted to position the product as playful and quirky. The tone of voice should be tonge in cheek with a play on words, for example 'My plate or yours' instead of 'my place or yours'
As the target audience is predominantly male and we still wanted to communicate that the product is meat and not Valentines chocolates, we decided to use mostly black with only one heart as a hint of love on the outside of the packaging. A mixture of 'meat related' fonts were used and mixed with playful hand illustrations to give that playful loving feel. On the inside of the package is a little heart where you can write your personal Valentine's message. A heart cut-out is used to see the product and the red of the meat symbolises the love of the heart.
