The vegetarian food restaurant of Colombian theme Cafetero H&C have decided to work on a campaign to use their most representative dishes as platform to bring more clients. Cafetero H&C have more than 5 years in existence and their variety of meals have delighted locals and tourists alike.
The Cafetero H&C restaurant is an establishment of vegetarian food established in the capital city of Medellín, Antioquia. Their meals use the freshest and healthiest ingredients of the market and some are grown and harvested by the same employees. They offer a great variety of fresh and sweet salads with natural drinks and dessert based on fruits.
For the occasion, their 5th anniversary, they decided to show their most emblematic meals for a photo session, hoping they will be an attractive factor to promote the brand inside and outside Antioquia.
Research goals
- Get to know the history and corporative manual of the restaurant.
- Learn the experiences of clients and employees.
- Analyze the social impact of vegan food in the "Colombian coffee zone".
- Analyze marketing campaigns done by the competition based on photography.
Research sources
- Interviews done to clients and employees.
- Studies about vegetarian food and the impact on health using Google.
- Researchs about marketing photography on restaurants.
Insights
- Some clients like the vegetarian alternatives in a zone in Colombia known for their meals based on meat and flour.
- Most clients are interested in the adaptation of indigenous themes in any restaurant.
- All clients like the idea of showing meals in the most detailed way possible, to provide confidence and security.
- Some clients are doubtfull about the use of photography to show dishes for the recurrent misleading advertising of big food chains.
FINAL PIECES
Motivation behind the selection
The client have provided the dishes they considered appropiate. To be the main focus of the campaign it was needed to give them notoriety, on plain contrasting backgrounds with no distractive details for the clients. Emphasis on the food presented and the imagotype of the restaurant, it was mentioned "all that must be known, everything else when they visit us".
APPLICATIONS
