Katya voronina presents
I Got Foods and I Like It
Creative marketing concept for plant-based food brand Got-Foods
Agenda
1
Grosery Stores Promotion
The main goal for marketing campaign - to make the brand known by typical supermarket's customer
2
Restaurants and Coffee Places
The second main goal to increase the numbers of partners
3
Brand's Offline Activities
Extra goal to sell product through own channels by forming brand's community
4
Social & Media
To raise awareness we need to launch creative and bold media concept 
5
Brand Platform and Brand Book
To promote brand's values for customers we should establish Brand Manifest from Brand Platform and Identify
CONCEPT
The Brand has it's USPs and I recommend to choose one of them and focus on it. The best think that can be determined in Got-Foods products at the market is its TASTE!

So I created the full coverage marketing concept based on really tasty and healthy products (no like other plant-based) + the same average price and the same consuming scenarios.

The Formula:
Same Price + Same Excellent Service (Selling Channels, Easy to buy, Customer service) + Same Taste (Higher that competitors have) + Better For Health + Better for Environment (Sustainable)

1
Supermarkets / Food Chains
The main idea is to make BLIND TASTING at the supermarkets where the brand can be sold.
We can make BTL promo inside the shopping mall close to the supermarket if we would not have yet

This also will be the start of YouTube Prank Show "Сheck you taste"

The person who would prefer and buy many Got-Foods will get the T-shirt "I Got Foods and I Liked It" or some other Merch.
2
Restaurants / Coffee places
I would like to offer Got Foods promotion at the restaurants and coffee places with the help of chefs and baristas.
We can create "new rock starts" and make them our heroes/characters.

To make another social media promo I want to ask one of the chefs / baristas to be the Instagram meme: he will come with the inspection to competitors and ask them for Got Foods. When he understands that there is no Got Foods, he asks to add his personal Got Foods Drink to his coffee or Got Foods cheese to his pizza, etc.

We can determine restaurants and Chef-hero / Coffee place and Barista-hero


We will make the video from his sight, with small camera or just in blogger's style (selfie) to show the public's reaction and to attract more of their attention. It will be also a challenge for customers to meet our hero in new random places and for owners to order Got Foods for their businesses.
Got Foods Sustainable Awards
The brand can initiate the awards of sustainable development in food services market in Riga and other cities as well. It will be the Guide List of places where it is acceptable to chose vegan positions and also plant-based drinks, yogurts or cheeses and extra information about their activities in sustainable development. They can weather or not offer Got Foods, but the brand would give them mark of high sustainable development business and include them on the list.

We can also produce the offline / online event to award the owners or chef of these places and give them diplomas and mark to place on the entrance door:
Got Foods Here It's Sustainable
Michelin has launched its new Sustainability Emblem for the Nordic Countries (Denmark, Finland, Iceland, Norway and Sweden)
UK Guide
US Guide
3
Brand's Activations
There are not necessary to have own offline store but to open pop-up at the popular shopping center across the Europe or to start a moving store which will be more attractive to the audience. From both opportunities another season of YouTube show can be produced Got Foods Goes across the Europe. Especially by one branded van offering plant-based ice cream.

This minibus at first can appear at the busiest ares in Riga: festivals, concerts and places where the target audience is. The ambassadors can offer Blind Testing and sell Merch. We can invite more influencers and travel by this van in Riga or even to other cities and film everything for their social media channels.
Wine Tasting Truck

We can add new services like subsribtion on plant-based products, sets for 1 week or more, presents and also merch shop with animation character and even cooking courses for our community
4
Social / Media / Community
First, we can launch digital ads campaign based on the main USP - Taste and products like Cream cheese.
We have a vision and can film commercial + add animation and then publish them at the social media target (Facebook + Instagram + TikTok + preroll YouTube)

Second, we have already an idea for brand's generated content - IGTV / YouTube / TikTok movies + we can start the UGC contest with the challenge animal products consumption milk, yogurt, cheese and replacing them with Got Foods.

1) YouTube - Blind Tasting with Influencers
2) TikTok - Hero inspector Chef with more receipts on his account
3) IGTV Influencers' Fridges check out
4) YouTube Travel Show Got Foods Goes across the Europe
5) IGTV Prank Tasting I Got Foods and I Liked It

We can add to the campaign Tinder and create there 2 accounts with
Chef Hero & Girl Barista to promote the mission of Got Foods + paid partnership
Sproud Challenge
5
Brand Base: Manifest & Identity
The brand has its own Philosophy and I offer to create the brand's platform = strategy as a document with mission, values and share it by the social media and website as a Manifest - that Got Foods does everyday for better life!
It can be also done in the animation infographic video.

There is a nice logo and colours! My team can also create the brandbook as a guide with all rules and changes for any kind of placement.
Including 5 layouts for the social media accounts / sign or pop-up desing / package for new products / merchandise / anime hero
New Roots Philosophy
Sustainability Update Document from Oatly
My works in branding


Katya Voronina
Marketing Consultant

+371 266 76 588 call
+7 904 380 3631 whats app
iamkatyavoronina@gmail.com