Strategy, communications programme, concept development and production

AB Mauri (Associated British Foods) were newcomers to the SA baking ingredients market. The management recognised that branding was a dynamic tool to invigorate their staff, customers and build awareness of the brand. From the strategy a website, trade ADs, literature, posters, exhibition stands and multimedia deliverables were developed.

The basic idea was built around AB Mauri’s global positioning A World Of Difference. We used visual metaphors, then executed them creatively using actual client ingredients on a series of trade ADs.