The Challenge
For more than a hundred years, Meira has produced coffee and spice products at their Vallila factory in Helsinki, Finland. Their products are well known by Finnish consumers, but the brand itself has fallen behind. Our challenge was to create a brand campaign that clarifies Meira’s brand image and to defines a brand identity that will drive Meira’s actions far into the future.
The Idea: Mausta tinkimättä
From day one, Meira has been dedicated to creating uncompromised quality products for everyone. We wanted to bring these core values of quality and inclusivity to life, and that’s when a two-fold brand slogan was born. Mausta tinkimättä (eng. Flavor uncompromised) can be understood from two different angles. First, Meira encourages all Finns to flavor their home cooking without compromising taste. Second, we declare that Meira creates all their products using the freshest high-quality ingredients and never compromise on flavor.
The Results
The brand campaign won over the hearts and minds of Finnish home cooks all around the country. Our message was well understood and Meira’s brand trackers took a leap forward.