Point-of-sale advertising
Creation of small informative labels and danglers to showcase the products on the shelves of the stores where they are sold.
Positioning Leciel as a driver of change in Québec's food self-sufficiency
- Company
- Toundra
- Categories
- Content creation, Design
- Expertise
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Brand positioning
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Copywriting
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Stratégie
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UI
Project
Overview
In 2022, Toundra worked with lg2 to refresh its brand image and packaging.
Our mission was to preserve and make the most of this new image to promote their products. The Mur-Conseil team noted that Toundra was already present in major grocery chains (IGA, Metro, Costco) and that most Quebecers had already eaten their cucumbers. With the launch of new products such as relish and beans, Toundra aimed to strengthen its reputation as a brand of choice for Québec vegetables.
Scope of work
As a Québec company that mainly grows greenhouse cucumbers, Toundra accounts for 90% of sales in Québec. For us, it was important to keep building their brand awareness and position Toundra as consumers’ brand of choice for Québec vegetables.
Copywriting for the in-store danglers of Toundra products
Building brand awareness
We noticed that consumers buy the products but don’t know the brand identity.
We wanted to position the brand and positively influence the conversation in these ways:
- Maintain in-store presence and increase sales
- Introduce the new products
- Make sure consumers’ first contact with the Toundra brand is a positive one
The copy lines were used on the website and in several social media communications
Photo research and art direction
With the brand image already well established, what remained was to find the photographic world around it. We did extensive research on lifestyle imagery and on photo content that showcases recipes and food products in an original way.
Since cucumbers remain an everyday staple, we felt the photos should keep a friendly, mainstream feel. Once our visual concepts were approved by the team, lg2 continued its photography work, which was then used to create our posts.
Creating social media posts and stories
Since we had to create posts for social media with a specific mission for the campaign, we needed to rely on a clear creative direction and vision of what we wanted to communicate to consumers.
Showcasing environmental values
The goal of these posts was to introduce consumers to good environmental practices and the idea behind Toundra relish.
The campaign mission
Credits
PRODUCTION: Diapason / Julie Simard
Copywriting: Louis-Mathieu Godin
Collaborators
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Founder of Diapason, UX and Customer Experience Designer
Julie
SimardPassionate about the possibilities of collaborative design, Julie had long dreamed of launching the Collective. Her first intention was to...
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