Situation:

The 50-year war in Colombia that left over 8.3 million displaced people. In 2016, the peace treaty was signed, allowing many farmers to return to their lands to cultivate, but facing another war, the oversupply and intermediaries that keep minimizing their profits.

Brief:

Design a package that from production reflects the brands sustainable spirit.

Objectives:

Create a package that not only contain the product but also tell its story.

Optimize resources to reduce costs.

Surprise chefs with packaging that made the difference.

Budget:

The client had a budget of 10 USD per package for production. The agency was able to make the production cost 0 USD by using natural resources and used the production budget to send the packages to different countries with a 2 USD paper made of organic pigments.

Scale of the project and volume:

Reached 125 chefs on 25 countries.

Dozens of recipes with these ingredients.

To make agriculture profitable for the communities, the agency had to stop seeing them as farmers to turn them into entrepreneurs, giving them a unique product, discovered with the help of the UN, and creating a brand of their own that could reach the local market with the support of one of the Colombia's most important chefs (Jorge Rausch), creating the first process in the country that gets rid of intermediaries and allows these communities to negotiate directly with the points of sale giving them guarantees of access to a fairer economy.

Target Audience:

Colombian men and women, over 25-years-old, from medium-high socioeconomic status, who find added value in organic products produced with sustainable techniques.

Super Markets, mini markets and gourmet markets, which are always looking for new products that generate value within their offer.

Local and international chefs who are looking for unknown ingredients to innovate in their menus.

Approach:

We transformed the farmers into entrepreneurs and the owners of the profits of their work, increasing the perception of their products in the local and foreign market, through an alliance strategy with the most important chefs in the world and the UN.

To make agriculture a way to get out of poverty for these communities, the agency created a strategy that changed the unfair negotiation model, under which they sold their products.

At the beginning of 2018, we traveled with UN to these territories and discovered 17 unique varieties of ingredients that turned into their product, teaching them how to cultivate them with sustainable techniques.

In May 2018, Jorge Rausch became the ambassador of these ingredients. At the time the agency created an identity inspired by the hands of these farmers.

By August 2018, we would send a direct mail to 120 chefs who would add them as allies, making this product a gourmet ingredient that raised its value.

Now we managed to get the attention of 180 points of sale that now negotiate directly with the communities, giving all the profits to the 15 associations that are part of the project.

Value added to the brand:

We elevated the category of these products to gourmet ingredients and turned the most renowned chefs in the world into the first brand ambassadors.

Value added to the consumer

An inspiring package that invites chefs to create special dishes full of history.

17 new ingredients with which chefs could innovate.

Scope / Cultural impact

More than 120 restaurants in 25 countries.

We changed the perception of products such as beans in the world of high cuisine, going from a not so valued ingredient and to turning them into a gourmet ingredient.

Sales

We were able to become suppliers for most of the chefs who received this package.

Achievements from the brief

We managed to create a package that besides containing the products, tells a story in a different way, surprising the chefs of the world so that they would open the doors of their kitchens.