Olaf van Gerwen’s Post

[great food ad Chuck Studios had absolutely nothing to do with] What do you like most about meat? Is it the taste, texture, protein, or the primal instinct to consume an animal that was once perhaps a threat? Or do you enjoy the delicious charred crunch of fat, or the juiciness of a rare steak cooked to 43 degrees? Impossible Foods new positioning is all about not interfering with the juicy, crunchy, satisfying experience of eating meat. They don't aim to replace meat; they choose to be it. But, without the cholesterol. Erich and Kallman crafted a brand new mass media campaign, which unveils the transformation from an activist to a consumer facing brand. The campaign doubles down on traditional meat cues like say, masculinity, Americana, meat forks, and obviously introduces the new visual identity that's redder than a rare cooked steak (by the talented humans at Jones Knowles Ritchie New York). You're witnessing the maturing of a category Spot is directed by Mike Warzin via Arts & Sciences Find here also the product ads - simple yet highly entertaining: https://lnkd.in/efKncPZb #meat #meatreplacement #meatsubstitude #food #foodmarketing #foodadvertising #foodbranding

On the airport of Hamburg, Germany. Mark Van Der Wal and myself just visited OMR representing Chuck Studios. It's probably the largest marketing conference in the EU. Possibly in the world? 🌎 Founded as an online marketing event (OMR stands for Online Marketing Rockstars), it quickly grew in to a huge event. Massive stages on which marketers and influentials such as Scott Galloway, Rick Rubin and an inevitable Kardashian spread thoughts and opinions. You'll find a food hall, a tech hall, a concert hall, lots of companies recruiting fresh staff and an impressive stretch of pitch presentations disguised as masterclasses. It takes some getting used to. It's quite overwhelming, it felt like a weird mix between a B2B trade fair and a B2C entertainment event. But with 80k visitors, occupying each hotel bed and Uber driver in the city, it makes sense: each business owner of marketing professional is also a consumer. See? B2B marketing isn't much different from B2C. Please find an impression here and twas good running in to new and old friends 🍔🍻

McDonald's Italy and Leo Burnett Italia's campaign is a breathtaking example of how breaking all the rules is sometimes the much needed magic ingredient. Featuring infrared photography, the ads capture kids snacking in the middle of the night. The gritty, realistic, and colorless imagery is the perfect medium to visualise the reality of the moment -- laughing off the evening with a burger. The images offer a glimpse into the evening that preceded it - a party, a get-together, who knows: 'Open Late'. Brilliant work. #mcdonalds #food #foodadvertising #foodbranding #foodmarketing #brandidentity

I know I have quite a few FMCG CEO's in my network. According to it's title, FMCG CEO Magazine is just right for you. And if they print it, it's true 😇 In this piece, creative director Kristy Snell talks about chocolate. There's so much to say about the delicacy. It's not just delicious, it's also symbolic for many aspects of life: love, generosity, indulgence, apologies, self-pity and comfort, the list goes on. Inspired by the 200 year long history of the magnificent Cadbury UK brand, she is your trusted beacon of insights on the long and winding roads of creaminess, tenderness and and sweet coco flavours visualisation. Thanks Eamonn Duff for the trust, and thanks modelmakers Willem Vrederick van Haeren en Leonardo Grassi for the confusingly large Cadbury's tablet in the photo (yes, it's real!) You can download a readable file here or click the link in the comments. Tony's Chocolonely Ferrero Lindt & Sprüngli Nestlé Mondelēz International Davide Chessa Simone Borghetto Omar Zausa Bas Smit Emma Koster Alexis HERAIL Khurram Siddiqi Conny Haeb Andrea Hänggi Emma Baines Bibianne Roetert ♻️Follow me for more food & drinks marketing and branding updates, not only about 🍫🍫🍫 #food #foodbranding #foodmarketing #foodadvertising #chocolate #culinaryidentity #foodanddrinks #branding #brandassets

[great food ad Chuck Studios had nothing to do with] It is a marketers reflex to do new things. Change it up, leave a mark. There is however more and more evidence that points in the direction of advertising wear-in, as opposed to the traditionally assumed wear-out. Familiarity is the driving force here: it's not only about recognition and resonance, but also heavily leans into trust. It takes a strong marketer and agency to resist newness. Following an iconic, 17-year old ad, Pure Blonde Beer is being crafted in a place suspended between heaven and your dreams (if you have any leads on where this is, feel free to reach out). In these pristine, untouched landscapes, angelic craftspeople are brutally interrupted by a trespasser, who is taken care off with ease. A creative style or narrative as a distinctive brand asset is immediately recognisable for consumers and, with the right fit, never ceases to inspire. My brain is now obsessing with what a pouring shot or swirl would look like in the Pure Blond universe. Asahi Beverages and Carlton & United Breweries : Nicole McMillan GAICD, Ben Eyles, Tessa Whittaker, Patrick Wallace. agency: The Monkeys (part of Accenture Song) director: Freddy Mandy from FINCH Company #food #foodadvertising #foodbranding #foodmarketing #brandidentity #culinaryidentity

Have you ever discovered stolen glassware in your pocket after a night out? You sure have. AB InBev brand Stella Artois tells a simple yet truthful story created by DAVID New York, in which real (but slightly intoxicated) consumer behaviour is described as 'Unacceptable. Yet understandable.' And let's be honest, the Chalice is a world famous and unique DBA. Cheers to that! 🍻🍻 Director: Rafa Damy #StellaArtois #ABInBev #Foodadvertising #Foodmarketing #ConsumerBehavior #DAVIDNewYork #Distinctivebrandassets

Playing with your distinctive brand assets can be fun. Beautiful work out of @Ogilvy New York for The Coca-Cola Company. Remarkable detail is that in The Netherlands, and I'm assuming in many other countries, the infrastructure around recycling cans requires consumers to hand them in uncrushed. Resist the ever so strong desire to dent, twist or crush a can after chugging it, or wave goodbye to your deposit. #food #foodanddrinks #foodmarketing #foodbranding #brandidentity

At Chuck Studios, we put a lot of love and care into crafting Culinary Identities. When creating one of our clients, we stay involved and play a supportive role, like an obsessed gardener watching their plants grow. Our friends at Unilever’s Unox reached out to expand their original Culinary Identity, which began as a set of codes for the winter months. The opportunity here was to also embrace fall and spring. Refreshing the identity with a springtime boost of energy, we created an evolved version of the original bespoke colour palette we designed. This is a great example of how a strong Culinary Identity can ebb and flow with the goals of our clients. And it's great to see the term Culinary Identities finding their own life in the wild! See this interview with Floor Venema in Levensmiddelenkrant (Dutch only): https://lnkd.in/gu-q3PhP After refreshing the identity we shot a campaign introducing new soups. Thanks a million Clara Kappen, Liane Lens-Bolk, Patrick Wijnhoven, Philine Pels Rijcken, and Lune Havinga of TBWA\NEBOKO for your collaboration and trust with this one.   #foodadvertising #foodbranding #foodmarketing #culinaryidentity #unilever

Last year, hiphop producer Mark the 45 King died. The man single handedly made two hiphop icons famous to large audiences by producing Jay-Z's 'Hard Knock Life' and Eminem's 'Stan'. The contagious horns rif in his classic track 'The 900 Number', which later became the foundation for party anthem 'Let Me Clear My Throat' by DJ Kool (you've jumped to this at a wedding!), serves as the theme for a brand new campaign for Carlsberg Group The leaf icon is used to transition between different era's, but the music and the joy thereof is a constant. The film ends on a group of cavemen blowing a tune on empty Carlsberg bottles: Do the best things begin with curiosity? Probably. agency: Fold7 director: Sam Pilling via Magna Studios #food #foodadvertising #foodbranding #foodanddrinks https://lnkd.in/eMbRtFtY

The gift that keeps in giving. A distinctive brand asset with roots in the actual consumer world never ceases to provide inspiration. Cheetos Dust is one of those. It's a negative turned in to a positive, leaving creative agencies and marketing departments with so much to go on. The US shows us what happens if people avoid doing things with their dominant hand, because it's covered in Cheetos Dust: high five fails, scary cakes, nose displacements and playing catch, but not. Industry detail -- in the press release, the brand ends on a fun note: "For mroe informtion abtou the Other Hand campaign and to staay udpated on the latst Cheetos news, visit Cheetos.com/OtherHand. EDITOR'S NOTE: These typos are a result of Cheetos Other Hand-induced errors." Great stuff from Goodby Silverstein & Partners for PepsiCo. #food #foodmarketing #foodbranding #foodadvertising #distinctivebrandassets #cheetos #pepsico #culinaryidentity #brandsalience https://lnkd.in/esH2S434