CêlaVíta is market leader in the Netherlands for cooled fresh potatoes, a unique category in Europe. Together with the CêlaVíta marketing team, REGGS created a brand position and product portfolio that is relevant in the daily lives of retail consumers. A CêlaVíta product is the start and heart of every evening meal.
It demands constant product innovation to keep showing variation and quality. It calls for truly understanding the daily rituals of consumers around their evening supper.
Change is constant in the cooled fresh market, the need for a short time-to-market has gone up more than ever and CêlaVíta is facing price fighters who are ready to gain market share.
To make sure that consumers keep or develop a brand preference for CêlaVíta, REGGS created a visual story about potatoes all the way from the Dutch soil to the home kitchen. It communicates that CêlaVíta has best tasting and most qualitative potato assortment, while maintaining a clear stand out on shelf.