Feeding the future
Since 2013, Apetito Arqués has been designing 100% natural frozen food solutions from the 5th range. It proposes a new system for the kitchen, which is customisable and high quality.
Apetito Arqués was created as a joint venture between a Spanish and a German company with the aim of offering an alternative to traditional cooking models in collective kitchens. It began operating in retirement homes and day centres in the Barcelona area. Today it has expanded to other areas of the peninsula and is active across hospitals and hotels, and the social and leisure sectors.
Challenge
In 2021, Apetito Arqués was undergoing an internal shift to embark on a new stage of the business. This motivated a change of the company name and the desire to transform in order to consolidate and accelerate growth. They asked us to accompany them in this new stage by defining and implementing a new brand strategy over a three-year period.
They also entrusted us with the communication and marketing strategy. Challenges included the fact that their solution was still relatively unknown. Redefining and communicating the value proposition was also a challenge within a country with a rich but highly traditional culinary identity. It was essential to review its market space, redefine its purpose and claim new territory to drive its growth.
The solution
From the outset, a long-term relationship was proposed in order not only to define the new brand and its strategy, but also to activate and manage it afterwards.
After the research and audit phase, we designed a brand territory from which we would communicate. This was far removed from typical mass catering company solutions and connected with the needs of a sector that, like others, faces a lot of uncertainty.
We crafted a differential story, strongly anchored in the functional characteristics of similar 5th range products but driven by a purpose that connected with all stakeholders.
Strategy
The idea behind the slogan “Feeding the future together”, encapsulates the company’s innovative German-born essence and the creativity of the Apetito Arqués team to provide consistent, quality solutions for any person in any situation.
Thanks to new food production kitchen systems with Apetito’s frozen products, nursing homes, hospitals, cruise ships or Red Cross emergencies can now all easily access and implement a high quality, safe food solution.
Launch
At the end of 2022 we launched the brand internally and then launched it publicly at an event. With a new company name, we had to increase communication efforts, particularly through celebrating the transformation.
A new name required a new identity. We leveraged the verbal and visual identities based on the brand’s values and attributes. We crafted a tone to reflect the personality of heroes and engineers: two seemingly disparate archetypes but that converge in many aspects of their visions.
Communication & brand strategy
The communication and marketing strategies form a vital part of the overall brand strategy. We implemented a clear, long-term plan focused on the power of differentiating oneself in the market.
The various communication actions — including supporting sales through capturing and qualifying leads from organic and paid digital media and internal activities — aim to increase the recognition and reputation of Apetito Arqués.
We implemented a brand platform, or Brand Centre, which is an evolving hub for everyone where the brand lives in all its expressions. This is a live and accessible digital space for the entire team and collaborators who can consult and access all aspects of the brand.
As part of the team, we promote the project by exploring and implementing solutions in communication, marketing, and branding. And, we establish communication bridges with all teams to amplify results. Organizations are shaped by their people, and those of Apetito Arqués deserve a companion that matches their determination and spirit of continuous improvement.
