Farovon
When you're cra-a-a-a-a-ving something delicious!
Advertising strategy for Farovon brands – a leading holding company producing essential food products
"Farovon" approached us with a clear and straightforward challenge: their products are represented by multiple brands - flour "Zar-Zamin," "Baysad," "Dastarkhan," oil "Anko" and "Savia," and eggs "Duston." Yet, a unifying theme was completely absent. Previous advertising campaigns failed to resonate, leaving the brands looking like scattered puzzle pieces no one had put together.
The task was ambitious: unite all the brands under a single cohesive idea without losing their individuality. And, of course, increase the recognition of "Farovon" so that even in places where their name hadn't yet been heard, people would know who they are.
Farovon is a market leader, yet the brands it represents are barely connected in the minds of consumers, aside from the "Farovon" logo on the packaging. We decided to create strategic flour under the "Farovon" brand and develop an advertising campaign that would:
Everyone buys flour, oil, and eggs. Most often, people grab a brand from the shelf without much thought, basing their choice on price or associations from ads they've seen. But how do you create advertising for a fairly conservative audience that’s already set in their ways? In other words:
The advertising campaign for our strategic brand makes a simple yet powerful statement: our new "Farovon" flour is your favorite flour - only better! This allows us to simultaneously create a product for the premium segment - a new flour - while also connecting with loyal, established consumers.But what does flour mean to us, the flour we use every day? What emotions and associations drive our choice? "Better" is more than just a word - it embodies deeper and more delightful feelings tied to flour and the experience of buying it.
We started our research with this question:
I can’t even remember why anymore, but every time I choose it, I know that after dinner, I’ll see happy faces.
We gathered all these Aminas - the ones responsible for warmth and harmony at home - and had heartfelt conversations with them. What we discovered was that the most important thing for them isn’t the dinner or the food itself, but what happens afterward. Simply put, ensuring the family is happy and the kids, with their rosy cheeks, are asking for seconds. In a word, behind every purchase and the moments tied to it lies the most essential thing - emotion.
There are countless such moments. We gathered the warmest ones and called them “Farovon Moments.” This is how everyday situations became part of the brand, and we became part of these moments.Know that everyone will be happy and satisfied after dinner? That’s Farovon Moment #1. Cooking pilaf and confident it’s perfect thanks to our oil? That’s Farovon Moment #4. Gathering the family for a celebration and wanting to impress with your baking? That’s Farovon Moment #12.All these moments are about genuine emotions, comfort, and our products, which make them possible. Because Farovon is always about flavors that bring people together.We also asked our beloved employees to share the emotions they associate with our products.
To connect these moments with Farovon products. So that when a person recognizes themselves in a Farovon moment, they will choose our product without hesitation.
Linking everyday cravings to the product. The centerpiece of the entire campaign is a die-cut sticker that seamlessly adheres to any surface, making an impact on any medium. On standard placements, it appears against a background of food-inspired patterns, subtly reinforcing desire. The messaging adapts to the location: on the way to residential areas, it speaks of family dinners and shared moments with loved ones, while in the city center, it taps into spontaneous cravings, reminding people of their appetite for something delicious. We want people to see themselves in a Farovon moment - to recognize their own desires in our story and instinctively choose our product.
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