Design: BBDO Branding
Location: Russia
Project Type: Concept
Packaging Contents: Street food

New vegetable mixes left shelves almost twice as fast as had been planned at the start of sales.

In 2019 Bonduelle took one more step towards diversifying its’ business in Russia by launching the production of plant frozen foods. Thus, the brand greatly expanded its portfolio despite that the name ‘Bonduelle’ was often associated with the canned food among consumers.

Now Bonduelle’s assortment has two lines of frozen vegetables: a farm one for those who mainly use frozen vegetables as one of the ingredients and the second type is multi-component mixes for young and active people.

The company paid special attention to the promotion of these mixes.

Based on audience analysis the brand decided to execute the product line within the concept of ‘National Cuisines’. Moreover, Bonduelle presents dishes in their most striking and interesting manifestation called street food: ‘Wok’, ‘Sabji’, ‘Fasulye’ and some others.

Deciding the main idea of the mixes line, Bonduelle held a creative tender for developing its’ visual concept. BBDO Branding’s proposal was outstanding among other category solutions and conveyed the idea of rich ethnic tastes in the most inspiring manner.

The main thing is that BBDO’s specialists managed to find a specific detail of the packaging design which helped the Bonduelle line to become even more outstanding among other competitors. They made heroes not only of local dishes but of the people who cook them as well. Their presence is indicated with the image of hands offering the dish. They create dynamics and a special intonation of addressing the viewer who sees the packaging.

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