Creation and publicising of a collection of plates made by renowned Portugese designers, we sought to develop a line of communication with a strong impact, resulting from the upgrading of the Nobre brand and the Delicatessen area. The actual alliance with a selective market like the world of fashion is of added value for the development of delicatessen area. The actual alliance with a selective market like the world of fashion is of added value for the development of delicatessen art. On the other hand, when we analyse consumers we can see that there is a growing concern with beauty and body image care. In other words, fashion itself is in fashion. The "Nobre Creative Collection 2003" is a promotion for developing loyalty annd recruiting consumers through a collection programme in which there is a high degree of flexibility of choice in the collection: the consumer can ask for and put together the plates which she/he wants in accordance with her/his tastes, preferences and creativity.

With the communication strategy carried out on the Nobre Creative Collection 2003, the brand had a strong and credible impact on consumers. The strategy ensured that the brand would remain in consumers' homes through the plate collection. The strategy put Nobre's "Pata Negra" range on consumers' tables, even when the product was absent. Strong growth in Nobre "Patra Negra" range sales on comparison to the previous year of about 31%. Up-grading of Nobre Brand Awareness and increase in the sophistication of the Delicatessen area.