A Taste of Tradition in Every Bite With Modern Branding
The Chickpea Co. – Authentic Middle Eastern Dips Proudly Stepped Into Ireland
The Chickpea Co. was a start-up food company from Dublin that offers genuine recipes for Middle Eastern cuisine with an emphasis on Baba Ganoush and Hummus.
This may be the first smoky-flavoured dairy-free, gluten-free, preservative-free and vegan spreads, made from smoked aubergines, tahini, olive oil and lemon juice that debuted in Ireland.
The product was created to meet the needs of active people with certain deficiencies in nutrients, who want to eat tasty meals and diverse sweets.
Being targeted to be sold in established outlet such as Lidl Ireland, Chickpea Co. faced the challenge of properly positioning a new product.
The Challenge
- • Entry into a Competitive Market
Launching Baba Ganoush & Hummus dips in a crowded retail environment like Lidl, which stocks numerous products, presented a challenge in terms of standing out and capturing consumer attention.
- • Creating Awareness
Being a new product in Ireland, its main objective of the campaign was to educate the audience on the authenticity, health qualities, and palatability of Baba Ganoush and Hummus dips to create demand.
- • Building Brand Recognition
As the Chickpea Co. was a newly launched startup, it was crucial to show their product is not the same as other dips and spreads, stressing on its Middle Eastern background and completely natural ingredients.
Our Solution
1. Compelling Graphics and Animations
- To accompany the redesigned packaging, we created bold images, calls to action, and product illustrations to make Hummus & Baba Ganoush grab the attention of the consumer while in both online and offline shops.
2. Product Photoshoot and Videos
- To emphasize the authenticity and freshness of Baba Ganoush, we captured high-quality product images and created engaging videos that detailed the preparation process, showcasing the care and authenticity behind each batch.
3. Social Media Management
- We maintained their social media presence by designing and creating eye-catching social media posts, thus capturing the true essence of the brand with an emphasis on the health aspect and the freshness of the dips offered.
4. Retail Placement Strategy
- We focused on the marketing mix to make sure that the product would be noticed among the customers in Lidl Ireland stores, stressing on the organic nature of the product, and the authenticity of the dips.
The Impact
Marketing efforts applied at Chickpea Co. have been worth a shot. Within a short time, we were able to observe an increased growth of sales, which proved effective implementation of our marketing plans.
With colourful graphics and narratives, we were able to present the brand as unique within the Middle Eastern food sector of Ireland and enjoyed a strong market footing in the key supermarkets.
Chickpea Co.’s product introduction at Lidl helped it to gain recognition and get its regular customers. By focusing on the authentic and high quality of Baba Ganoush & Hummus dips, we managed to shift up the consumer perception particularly towards more fresh middle-eastern options.
