Reinventing passion for food
Faced with a paradigm shift in the food sector with the emergence of new ways of cooking and eating, a brand can no longer be based on practicality and speed, but must deliver a functional proposal for ardent food lovers. Now, food is no longer just a solution: it is closeness and passion. It is a way of understanding life.
With more than 250 stores throughout Spain, Renowned frozen food brand, La Sirena, needed to create a new value proposition with impact at all its touchpoints to restore its relevance, connect with a younger target, increase the permanence of its customers in store and above all, to adapt to new consumer trends. This was a global challenge of great importance that required rethinking the brand’s image, and would also affect the portfolio architecture, the packaging design and even the retail experience, all with the clear objective of transforming the business.
