Strategy
We chose to focus on the domain of taste, tapping into the desire for sensory pleasure. Our goal was to create a mental association with the color green, the ultimate taste, and elevate the Big Green Egg to a status symbol, so that anyone with a Big Green Egg in their garden would be seen as a true foodie and even regarded as a genuine (amateur) chef! Within the content domain of taste, various sub-stories emerged, which we communicated through a distinct visual language and a specific grid. These stories featured ambassadors who were renowned chefs like Jonnie Boer from De Librije, emphasizing the narrative of taste.
Magic
And we crafted stories about recipes, natural and fresh ingredients, as well as the unique selling points of the Big Green Egg. In short, we aimed to establish a connection with the target audience. This connection was made at events, through the website, social media, and various other media channels. Despite having a limited budget, we maintained a sharp positioning, a distinctive narrative, and visual language – all with significant impact. Consequently, the Big Green Egg became both renowned and adored. Magic was created. The Big Green Egg gained magnetic appeal. A pull effect emerged instead of pushing. In fact, the green eggs became so popular that they were stolen from gardens. This highly efficient and effective marketing approach led to growth and success.
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