Our task was to come up with an image campaign that would position Kaufland as an expert on Croatian eating habits and a retailer that understands the community in which it operates, to then adjust the offer of fresh and quality products to its needs and wishes.
What are Croatian nutritive habits like? By that, we don’t mean how often do we eat meat, fish, or vegetables because every serious retailer has that information. We wanted to know something else, more important: do we spit out melon pits or we eat them, do we get the chicken leg on family lunch, how do we peel the banana… For purposes of this campaign, a real research of Croatian food habits was made, about what they like to eat and how they eat it. This way Kaufland got all the information to better adjust its offer for the buyers, and we used the collected data in our creative materials and made a big campaign out of it.
Typography is in the center of visual narrative as we use it to highlight the results from research. The scene is completed by a display of flying food that enables us to point out the represented products. The dynamics and focus of visuals are accomplished by a composition and coloristical expression.