Okja Label’s communication strategy
We chose the name Okja for our label in reference to the film of the same name. Our communication strategy is based on the visual of a label. Indeed, it catches the eye. The design of the label represents farm animals that we are used to eating.
The choice of colors was quick. Indeed, green represents nature, but also symbolically hope. The hope that the animals we eat will one day all be raised in good conditions. Green refers to the environment and ecology. Also the use of beige, cream, represents earth, wood, and refers to comfort. It is also imbued with softness and recalls the raw and natural aspect.
The label is original in its form. It is an elongated hexagon, which is seldom used, and therefore rarely seen on packaging. The major objective of Okja’s communication is to make the label known in order to get people to think about their way of consuming, in order to improve it, to lead them to an awareness of animal breeding.
To give visibility to our label, we have built a website. Here is the link if want to take a look: https://okjalabel.wixsite.com/website. This one is fed with quotes from farmers that we collected in the Interviews we conducted. You can also find relevant quotes from other people there.
The website remains in the same color tones as the label’s logo. The website has an “about us” section, which explains what our goal is by creating this label. We also have a “contact” section which allows you to locate us, as well as to contact us by email directly via the website. On the website you will find our values and principles to be observed when working with farmers. For example, the area needed for the welfare and raising of a chicken.
We also rely heavily on word of mouth to promote the label. Sponsorship of events could also help us to make ourselves known to a wider audience. We contacted some farmers who would agree to collaborate with us and promote our label during events they would organize, such as farm tours, horseback riding …
Finally, e-mailing is another means of communication for which we have opted. With this technique, you have to be careful to send the right message to the right target, and not too often.
Special thank for you, dear readers, and see you in a next article of Okja Project !
Writer: Clara Noblet (4120E002)
Co-writers: Oksana Monteiro Peixto (4120E004), Amane Brand (4120E003), Justus Stiller (4120E024)
