All over the world, cheese is a cherished dish. But in many countries, people are used to consuming a specific type of cheese: sliced cheese. It’s primarily put on bread, mainly full-fat without aromatization, and it’s considered as a staple food.
In Germany, sliced cheese is seen as a must-have product at home. You can mainly find sliced cheese on bread for breakfast due to a strong bread culture or for the German “Abendbrot”, a traditional and famous cold, light evening meal, which means “evening bread”.
Therefore, you can find a big offer of slieced cheese brands on shelves in German supermakets. Shoppers are used to making rational decisions based on the quality of the milk, prices, and the shape of the slices, since most brands don’t communicate emotionally and bond with consumers.
Fol Epi offers a range of sliced cheese products known for its French charm. The brand hopes to break away from the boredom and awaken the desire and appetite of the epicurean consumers (people who are devoted to sensual enjoyment, especially that derived from fine food), thanks to its genuine French origine.
The finesse of the slice representing the signature of Fol Epi: it’s thin cut, a sensual smooth and light texture, very pleasant to touch as it does not break when folding, providing inspiration to mold the slice of bread with this unusual texture and form of slices. The latter comes from the original product (cheese loaf) years ago.
A highly complex taste experience: it has a soflty melting consistency, which melts in one’s mouth, a typical complexity of the taste as it’s mild nutty but not without character.
However, when consumers just buy cheese products out of rational determination, they don’t consider Fol Epi as an option. The brand has been trying to communicate its French Finesse through a TVC for years but it is not creating an emotional bond with consumers.
Can you help?
In a poster with a catchy tagline, convince epicurean consumers that Fol Epi sliced cheese could bring a moment of excitement and pleasure, thanks to its French Finesse and touch of boldness.
- 1st (€1,500)
- 2nd (€600)
- 3rd (€400)