This lovely customer asked our advice on their storytelling. How do we tell a powerful and clear story? How do we generate greater brand awareness among consumers and stimulate the cooperation between supermarket chains and its retail brand Bon’Ap (also a great case, by the way). Well, hello there… Of course we could help!
First, a look at what story is actually been told here. Who is Buurtslagers and what are its values? These include simplicity, a no-nonsense approach, and a wide range of quality products, all at affordable prices. Buurtslagers makes this possible by being efficient and working smartly – day in and day out – wherever it possibly can. So, a straightforward and tried & trusted story that we can condense into “Goed eten. Elke dag” (“Eating well. Every day.”). A great baseline that we’ve added to the brand.
With the baseline in hand, we designed a customer persona for Buurtslagers. Someone you might meet on your street corner, but described in specific detail. Next, we immediately transformed this description into the new tone of voice.
But we didn’t just put a face on the customer. Buurtslagers itself also got a physical guise. Because a butcher who formally greets his customers is no corner butcher. Here, you are always warmly welcomed. A friendly chat along with your 5oz cut? Or maybe a slice of ham for the little one while you wait? Meet Ben from Buurtslagers.
Great. We know who’s telling the story, what story he’s telling, how he’s telling it, and who he’s telling it to. Now, it’s just a case of effectively communicating it.
So, we hit the recording studio with a few technicians, a copywriter, three voiceover artists and created a first radio spot. This spot is relaxed and informal, with an audio logo and jingle that’ll be useful for years to come.
With an illustrated manual for their brand, Buurtslagers can now handle its own labels and promotional flyers. But that doesn’t mean the job’s done. Radio spots for retail brand Bon’Ap can be heard locally on Radio 2. And who knows, perhaps we’ll soon be recording more for our favorite corner butcher. Listen out and keep your eyes peeled!