How does culinary photography tell stories?
SHORT DESCRIPTION FOR “KOZAREV”
“Kozarev is a small family business with one big mission – to prove that products can be produced in Bulgaria without compromising on quality and workmanship.
THE CHALLENGE WE HAVE HAD
We had to create a visual strategy for Kozarev’s digital communication on Facebook and Instagram. And our goal was to build a brand identity that would reach a wide audience that appreciates the irresistible and authentic taste of dairy products. Our big goal was to get our users to recognize brand content at a glance as they scroll through their feeds. At the same time, we wanted to create top-of-mind awareness for Kozarev.
THE STEPS WE GO THROUGH
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The visual identity
We started the work by researching design trends in culinary photography. We dove into the profiles of competing brands, Bulgarian and foreign food bloggers to get inspiration and a clear idea of which visual elements and compositions catch consumers’ eyes. Thanks to this research and constant communication with the client and his idea of the visual tonality of the brand, we were able to create a MoodBoard, in which to weave trends with the spirit of “Kozarev”. In the end, we were able to create the foundations of an authentic brand communication identity where the story is central and the product is naturally present in the situation to find its place in the minds of consumers.
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Audience
Our next step was to get to know our audience. We started at the beginning with assumptions based on surveys and behavioral trends we have observed. We tracked what influencers were doing, which of their content was the most successful and what the user feedback was. In this way, we were able to get into the everyday life of the audience and discover which are the situations in which we can naturally weave Kozarev products. As a result of this step, we were able to create a concept where every post is a true gastronomic experience for every user.
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The magic of culinary history
After discussion with the client and final approval of the visual identity, we moved on to transforming this imaginary brand essence into its real face in front of the audience.
In order to plan the shoot and turn it into a true culinary story, we start the process by gathering ideas and discussing them monthly during brainstorming sessions. During it, we think about how to arrange the elements in the frame to create a better photo. We also select different formats to use to optimise the presentation of content on each of the social networks. Together with the team, we collect ideas for video recipes that are relevant and interesting in the specific period to meet the trends.
During filming, we try to stick to the references we have taken out in advance. We pre-set the looks for the montage and photographed the necessary ingredients and dairy packaging, in the appropriate perspective and lighting. In this way we mount the objects in their natural environment, with the right shadows and light.
Initially, we created an overall identity and vision for the brand. We wanted to stick to looks appropriate for Kozarev’s audience, supported by subtle elements of colour to give a sense of identity – such as the dotted lines and the leading green colour. As for the photos, we wanted them to have a “more luxurious” feel and style – to be simple sets, with softer colors, following one or close tonalities, without too colorful arrangements, relying on the contrast between dark and light in Instagram for example. We wanted the photos and video recipes we offer to exude a sense of sophistication, through careful selection of backdrops and matching lighting layouts to each set.
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The important ingredient – the words
When the design is ready, it’s time to put into the right words the story we are showing. Sometimes we talk about the experience of an irresistible dinner with a loved one. Another time for the time we leave to ourselves and a treat for the palate on holiday. And many more stories that make every consumer dream about the authentic taste of products in the small moments of their everyday lives.
WHAT DID WE ACHIEVE WITH THE PHOTOS?
Thanks to the photos and the stories we weave into them, we were able to increase our Facebook followers by 3.6K and Instagram followers by 919 within 2 years with content and well-optimized ad budgets. The brand’s visual identity is now easily recognizable, as are the products it offers.
How many Facebook followers were there before?
- 1000
How many followers were on Instagram before?
- 0
New followers on Facebook:
- 3 600
New followers on Instagram:
- 919
Number of engagements on Facebook
- 85.7К
Number of organic engagements on Instagram
- 3К
IN CONCLUSION
The specificity of the product allows us to unleash our culinary imagination constantly. Everyone knows that love passes through the stomach. With Kozarev products and the stories told in our culinary photography, smell the authentic taste of an irresistible dinner, delight the palate with lunch or a healthy snack.
superHUMAN PORTFOLIO
"Boni is the largest pig producer with 7 pig farms, a slaughterhouse, 2 meat processing plants and 2 own brands. Their production covers everything from A to Z and in the last 30 years they have firmly established themselves in the FMCG market. Gedeon Richter is a specialty pharmaceutical company with a focus on women's health that has combined tradition and innovation in pharmaceutical manufacturing for more than 120 years. With its widely recognised expertise and comprehensive product range, Gedeon Richter is a major player in the field of women's health. After we successfully showed you in our previous case study how we optimized the advertising on the dunar funnel of our long-time partner Aladin Foods and increased ROAS to a 4-digit value, it's the turn of consumer engagement. Undoubtedly, the most important part in planning the campaign was the selection of influencers. With the TAT team, we selected content creators who possess enviable skills in jar opening and cooking in the kitchen. Spoko Waffles is one of the boldest clients we have worked with. Over the years that we’ve been creating content for them, we’ve been able to gain their trust and they’ve given us space to be creative. Together we built the brand’s Instagram account, creating fun content that was just right for their audience. The specificity of the product allows us to unleash our culinary imagination constantly. Everyone knows that love passes through the stomach. With Kozarev products and the stories told in our culinary photography, smell the authentic taste of an irresistible dinner, delight the palate with lunch or a healthy snack. Our customer Toyota Balkans turned to us to achieve one of the most important goals of the company for 2016 - 100% increase in sales of the company's range of hybrid cars. Our client IUVO GROUP OŰ Estonia turned to us with a great challenge - presenting a new investment opportunity for Bulgaria - peer-to-peer.
THE TASK
The aim of the campaign was to present the platform to the most relevant audience, to gather a sufficient number of leads from interested target users and to create expectations for the next phase. The business model of our agency is to have long-term relationships with clients - we go into the details of business and marketing needs, and then we start with services that will add the most value in a short time. If we do well, we know we will have a long-term business with this client and together we will develop and upgrade its digital ecosystem.
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