Problem
Reis made a market research and found out that young adult mothers did not know how to cook legume dishes thus kids consumed more and more frozen and take-home products. This situation increased the obesity problem among children.
Solution
Reis’s brand positioning was solidified as a brand which provides healthy products for consumption with the motto “Reis: Traditional Tastes, Healthy Generations”. Communication between brand and consumer was re-built upon information sharing and raising awareness on healthy nutrition. In order to inform the public about the nutritious effects of legume consumption, raise awareness about “Fast Food Culture” and the unhealthy effects on the younger generation in Turkey we worked hard with our brand and came up with different creative ideas.
Channels
TV, Outdoor, Press, Radio
Result
Reis’s sales went up tremendously. This growth also positively affected other brands which sold legumes. In the end, as the category leader Reis got the biggest slice of the “legume” category.
-Reis “That’s what Junk Foods Gonna Get Ya”
-Reis “Obesity” radio spot
-We are full for junk food
-Obesity is spreading among the younger generations.
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Çarşı against the Junk Food
For our customer Reis Gıda, as a support to their ongoing main campaign (outdoor, radio and newspaper) we designed a guerilla marketing plan. We partnered up withjBeşiktaş’s famous opponent fan group ÇARŞI. At the BJK-GS football match (while our main campaign was still continued) we made them open a banner saying “ÇARŞI AGAİNST THE JUNK FOOD”. Lig TV aired the banner at their broadcast before the match. Many columnists wrote articles about the banner the next day. Maltepe University designed giant ant statues which were placed in the center of Beşiktas and wrote our motto on the ants.
