The value of tradition
Europastry
Brand strategy
Branding strategy
Communication
Editorial design
Packaging design
Photography
Audiovisual
Europastry is a leader in the frozen bakery dough sector. Today, they offer their products and expertise in more than 80 countries around the world through their 27 factories. Their position as one of the most innovative companies in the sector has made them a leader.
At Eliptic, we began collaborating with the company to reposition its FRIDA brand, aimed at the bakery channel, which combines the tradition of master craftsmen and innovation to develop the best pastry and bakery products.
Our challenge was to review and create FRIDA’s communication strategy and product portfolio, aligning them with the group’s brand values and business strategy.
After a thorough analysis of the sector, channel and target audience, we detected a barrier to positive consumer perception, namely the intrinsic association of the brand with characteristics associated with industrial baked goods, such as the use of preservatives and saturated fats, making them, well, bad for you. This negative perception created a significant market constraint, especially among consumers who prioritise healthier options.
To overcome this barrier and reposition the brand, we implemented a comprehensive communication strategy.
We determined that the values that best defined FRIDA were a product of the highest quality, based on responsible production practices and healthy ingredients, respect for and an upholding of the tradition of artisanal baking, and the relentless pursuit of innovation.
With the new positioning and values, we created a narrative that reflected its purpose, deciding that the tagline that best conveyed the company’s essence and its contribution to the channel was: El valor de la tradición (The value of tradition).
We used an audiovisual piece to represent the parallelism between the artisanal process of a traditional bread bakery and the industrial process followed by FRIDA. The aim was to show that, despite the industrial scale, it was a product that was painstakingly and lovingly crafted with the same care as that of traditional ovens.
We worked on a new art direction that underlined the differentiating attributes of the brand. To highlight the quality and freshness of the ingredients and products, we chose to show a visual duality that included images of both the raw and finished product throughout the baking process.
The carefully designed and executed visual elements effectively communicated the brand’s values of quality and responsibility.
In addition, we had to define its communication strategy so as to coherently convey the brand’s commitment to quality and well-being, and to optimally reach its main audience: the professional channel.
We developed all kinds of materials covering all facets of brand communication: videos, brochures, direct marketing actions for the channel, actions for the sales force or for the distributor, brand and product catalogues, and packaging design for new launches. Here is a small sample.
We added continuity to the design strategy by creating different product packaging with a modern style and containing prominent nutritional information, which helped to effectively communicate the positive attributes of the products.
Together, this global project has allowed FRIDA to secure its place as benchmark in the baked goods sector, with an image and strategy that, true to its essence, supports its growth and future.
Another highlight of the strategy was the conceptualisation and execution of the sales convention in Amsterdam. This event not only served to present the brand’s new products, but also became an immersive experience for the sales network. A retail outlet was recreated, giving attendees a tangible representation of how products could be displayed and sold in real life. This helped to strengthen the connection between brand values and practical sales strategies.
Amsterdam, a city known for its classic aesthetics and its mix of innovation and tradition, offered the ideal setting in which to reinforce the narrative of craftsmanship and quality.