Strategy and Brand

Legko - FMCG Rebranding

Strategy 

In developing a strategy, we chose a task and consumer context (Jobs) approach:

Cooking something meaty:

- When I get tired to cook  meal for the whole family/for myself

- When I don't have time to cook

Goal

Highlight the rational advantage of speed and ease over cooking a home-cooked meal.

Positioning

A new brand essence is “Легко” (eng. Easy) - meals with less time and effort to cook.

Key message

Frozen chicken meal

Packaging design

Chicken nuggets
Chicken nuggets with cheese
Chicken tenders
Сordon bleu meatball
Kotleta po-kyivsky
Chicken schnitzel

Some other cool stuff

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