When there are no barriers between you and the ingredients, a meal reaches its greatest potential
When you translate a brand into a value larger than the sum of its parts, you connect with consumers and Facebook fans through a shared value system, rather than a list of tangible items. The brands that fascinate, drive loyalty and behavior are the ones who understand people make choices with their hearts, not their minds. Catering can easily be dismissed as a commodity service, something reduced to price comparison. When developing creative for Morgan Robinson of SMOKE Open Fire Cooking, we didn’t want to get too caught up in what he does. We wanted the spirit of what captivated us the very moment we watch him prepare a meal. Above is the value statement we developed to serve as inspiration for the creative and re-branding.
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