Understanding, embracing and introducing a legendary European brand that speaks fluent kiwi.
With over 140 years of history, NEFF are pioneers in the cooking world. In 2015 when NEFF finally reached New Zealand shores, Spruik was assigned to help bring it to life within the New Zealand market. Kiwis are passionate cooks themselves so NEFF’s unique brand positioning immediately resonated with consumers.
With a strong global presence, well-established brand guidelines and an engaging brand slogan – ‘cooking inspires people, people inspire us’ – our goal was to engage New Zealand consumers with NEFF’s brand philosophy, while never losing sight of their passion for food, and its power in bringing people together.
NEFF’s successful launch into the New Zealand market consisted of a scrumptious NEFF feast prepared by Ray McVinnie, event merchandise including a hand-made, branded spatula and a raft of general marketing material to help with NEFF’s activation. Our challenge was to ensure the consistent visual management of the brand across multiple touchpoints.
After launch Spruik’s role was to ensure NEFF’s philosophy of inspiring people through their collateral messaging. This was achieved through the consistent implementation of their comprehensive brand ecosystem. This ecosystem consists of colours and textures that appeal to the senses, alongside socially driven cooking scenes featuring delectable food and strategically placed products. These compositions are then carefully paired with playful font choices and hand-drawn illustrations to complete the picture. All of these details strategically “collide” to create engaging content that helps build a story, which is deliciously NEFF.