Although the previous Oreo commercials won several international awards, the product look and feel in the TV commercials achieved only insufficient acceptance in terms of ‘appetite appeal’. Oreo therefore approached VERTIKOM Switzerland to find out the reasons. Based on our experience, we know that food productions require a very sensitive conception. A “cognitive censor” differentiates in the viewer/consumer between the look of fake and real food. The unbalanced use evokes an intra-individual tension, which is unconsciously perceived as unpleasant by the consumer. This results in involuntary counterproductive emotions and rejection. Together with the creative agency and the marketing team, the new digital campaign was then developed under the motto ‘taste first’.
The new clips achieved top scores in terms of appetite appeal. The conceptual implementation and supervision by VERTKOM Switzerland completely convinced Mondelez. Especially since we succeeded in further optimizing the integration of the cost advantages and variability of the use of CGI. Our concept of food staging was set as a new standard by our client. This standard is now authoritative and will be adapted to the entire Mondelez Biscuits category.
The world’s favorite cookie becomes Batman! Vertikom Switzerland was challenged to assist the production company with food consulting services and a mouth-wateringly delicious look was successfully achieved. Support of concept development played also a great role in the implementation of this production. We managed to deliver a wonder-filled journey directly to the audience. Due to a constant communication with the 3D production company, we were able to guarantee the highest quality result.
The previous packaging tag-ons in the TV Commercials had not delivered sufficient acceptance or sales results, so Mondelez hired us to do our own initial production in which the product was to be briefly and simply presented with maximum appetite appeal.
Using computer-controlled robots enabled us, among other things, to realize a product-realistic interpretation supported by a specially created song and voiceover. In-house production also yielded cost optimization for our client.
Mondelez again found our implementation to be a complete success. The new TV tag-ons achieved top scores for appetite appeal, and their effectiveness is reflected in the conversion rate as well. The client adopted our food presentation concept as new company standard to be applied in modified form to the entire chocolate category.
Our task was to oversee the entire realization process and rollout of the Europe-wide Facebook campaign “Milka – Biscuit Run”.
Working as the client’s agent we ensured that all TV commercial shoots went smoothly, from creative planning to post-production. The client entrusted us with comprehensive supervision of another business-critical touchpoint. The successful realization of all TVC spots for the year 2017 was among the factors that convinced Mondelez of our superior food expertise.
A particular objective in this project was to orchestrate and dose the usage of CGI composing so as to put the focus on the product and its appetite appeal.
As part of supervising the creative planning work of the creative agency, we provided concrete input on the specific implications of the food communications. We planned the integration of real products to enhance the authentic effect of the TVCs. To ensure consistent quality across all food productions, we defined detailed guidelines forming the essential basis for all presentations, among other measures.
The objective was to position BelVita as a healthy breakfast biscuit and tasty snack-to-go. Our task was to design and supervise all productions, including adaptation to the country-specific preferences.
Vigorous attribution was employed to create an atmosphere of an enjoyable breakfast: BelVita – for a healthy start to the day.
Carefully selected pool of experts in food styling and the most experienced dummy designers, allows us to guarantee the clients maximum quality and authenticity in real product and model development.
The TV commercial we created received the highest possible score for appetite appeal, to the complete satisfaction of our client. The specially integrated baking scene was extraordinarily effective in achieving this result.
Previous product representation in Mondelez’s TV commercials had not generated the desired acceptance or sales results. VERTIKOM Switzerland GmbH was appointed to find out why and come up with a new solution.
Because of our extensive experience in food marketing, we know that food advertising must be designed with great exquisiteness and real products in order to deliver the best “appetite appeal” for the viewer.
Our strong belief is that viewers have “cognitive sensors” enabling them to distinguish between fake and real food shown. Thus, to ensure positive emotions while viewing the TV Tag-ons, we made sure to work exclusively with real organic ingredients. The different food scenes were filmed in front of a green background to allow easy integration into whatever from the client desired background.
Our services, among other, included support and consult the planning work of the dedicated creative agency, food consultancy and dummy product development.
The new TV commercials achieved the highest scores for its appetite appeal. Success, among others, was reflected in the conversion rate and in sales.
Our client adopted our food presentation concept as its new company standard, which will apply in modified form for the entire Mondelez Biscuits (cookie) category.
