The Client
vomFASS, a European specialty foods and spirits franchise with proprietary products.
The company has over 300 stores around the world, with 10-15 in the United States.
The Challenge
Connect Americans with the Calamansi Balsam.
An e-commerce description of the Calamansi Balsam poses a particular challenge: It is one of the brand’s most popular products thanks to in-store tastings, but most Americans are not familiar with the calamansi fruit.
The product is a vinegar made from calamansi, coined a “balsam” because its acidity falls slightly outside the official range set by the European Union.
The Target
Professionals over 30 with an interest in great food and healthy eating. They actively seek out memorable experiences and unique gifts.
Most agree with the phrase “I want to eat more salad,” and many with “my household eats salad daily.” They embrace sustainable, ethically sourced products and unprocessed foods.
The Tone
Educated, informative, lighthearted, warm. Vivid and bright.
The Solution
I centered the benefits for the the health- and whole foods-savvy and created a familiar frame of reference for US home cooks.
