Packaging design for the HYZA Sous-vide product line

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Services

Brand Strategy, Communication Strategy, Brand Identity, Packaging, Performance Marketing, Web Design & Development, Offline Campaign, Online Campaign, Photo & Video Production, Web Design

For the HYZA brand, we supported the launch of a new product line – HYZA Sous-vide – on the Slovak market. We created a go-to-market strategy, including a creative ATL and BTL campaign.

The traditional Slovak brand HYZA decided to introduce a new, modern product to consumers, one prepared using the still not widely known Sous-vide cooking method. Because the Sous-vide method is defined by a lengthy and demanding preparation process, HYZA chose to do the work for the consumer by offering a pre-prepared product that retains all the attributes of quality, freshness, and balanced taste. And, not least, it delivers significant time savings!

Traditional Manufacturer, Innovative Solutions

With the new HYZA Sous-vide product line, the brand is responding to the current needs of its customers – people looking for high-quality, delicious food that doesn’t require a lot of time or special culinary equipment and skills to prepare. It brings a pre-prepared product to store shelves that, once purchased, simply needs to be unwrapped, baked for a few minutes, and served. With this new product line, the brand also fulfills its mission of contributing to a healthier and happier life for people across generations.

Go-to-Market Strategy with the Essence of 4P

At the outset of the project, we defined the goals and set up a go-to-market strategy. Its foundation was the marketing mix defined by the 4P model (product, place, price, promotion). In each category, we incorporated our unique perspective into relevant recommendations and subsequent execution. As part of the product, our task was to design attractive packaging that is visually appealing, original, and sufficiently distinctive from the competition. We designed the product packaging in-house with the help of our own production team, keeping the entire product portfolio in mind.

For the client, we also developed recommendations within the marketing mix to improve product visibility in refrigerated display cases at the point of sale, as well as suggestions regarding price communication. The final step was setting up the communication strategy, its execution, and implementation.

TV Spots Seasoned with Humor

The communication strategy had one clear goal – to present the Sous-vide product via a product B-roll distributed through YouTube and then to reach various target groups with attractive TV spots. Their task was to break down established stereotypes, eliminate the natural fear people have of new and unfamiliar things, and at the same time communicate the main benefits of the product in an engaging way. We transformed the idea into four humorous stories with which each target group (mothers, young people, students, and busy professionals) can easily identify.

Unmistakable Atmosphere, Memorable Actors

We breathed life into the captivating TV spots with an unmistakable atmosphere and memorable character portrayals. The concepts and production were collaboratively developed by the experienced screenwriter and director Daniel Laurinc and the production company Laurinc Studio, under the leadership of producer Viktor Šesták.

Unified Communication on All Platforms

We set up the strategy and media mix to comprehensively cover all communication channels. TV spots (aired on channels within the Markíza Group and JOJ Group), print, and OOH as dominant ATL communication channels ensured broad audience reach, making the product highly visible. For more targeted communication, we utilized the digital space – specifically YouTube with its formats: TrueView In-stream skippable (30 sec.), Non-skippable (15 sec.), and a remarketing Bumper (6 sec.).

Online Campaign for Food Lovers

Within the activation campaign, we applied the SEE-THINK-DO-CARE approach to educate, entertain, activate, and inspire. We fully exploited the potential of the online space in the campaign, primarily through programmatic buying of the most visible desktop and mobile formats. Google Ads and Facebook Ads, along with the creation of valuable content on the Facebook and Instagram social networks that we manage for HYZA, helped us deliver the message to the target groups.

A Recipe for Fun

In the next phase of the campaign, our task was to dismantle stereotypes and entertain the audience simultaneously. We utilized Google Display formats, the YouTube platform, and once again communication on social media, where we motivated fans through various contests and an excellent collaboration with popular influencer Simona Malková.

A Recipe for Building Awareness

A native article and authored PR articles in relevant online media (varecha.sk, dobruchut.sk, recepty.aktuality.sk) enabled us, via the Strossle platform, to deliver the communication message directly to the target audience in a natural and effective manner.

Lightning-Fast Message at One Click

After the audience had interacted with the product and become familiar with it, we focused on the final part of the purchase journey – post-purchase care in the form of inspiration. On the website we created specifically for the new HYZA Sous-vide product line, we provided visitors not only with product information but also with inspiring, quick, and healthy recipes for preparing meals with Sous-vide products.

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