2012 Winners & Shortlists

THE FOOD GUIDE

BrandBOECKER
Product/ServiceFOOD HYGIENE
EntrantJWT Riyadh, SAUDI ARABIA
CategoryFlyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards
Entrant Company:JWT Riyadh, SAUDI ARABIA
Design/Advertising Agency:JWT Riyadh, SAUDI ARABIA

Brief Explanation

Our challenge was twofold: with limited budget and a brief for an information leaflet didn’t leave us much room to stand out- tourists are overloaded with maps and leaflets with all kinds of information. Our second challenge, was the content: how could we make food safety an interesting topic for tourists to read about? Our key objectives were to ensure that tourists would look for Boecker certified restaurants after understanding the benefits of Boecker’s certification: If tourists asked and demanded the certification, then restaurants would get certified.

The Brief

The tourist industry in Lebanon is a multi-million dollar industry, and Lebanon’s restaurants rely heavily on tourists during the summer months. To promote awareness of its new Food Safety certification, Boecker decided to target and educate the tourists to Lebanon in order to pressure restaurants to get Boecker’s new certifications. With limited budget, the brief was to raise awareness of Boecker’s food safety certification and its benefits through a leaflet

How the final design was conceived

With tourists as our target audience, we decided to go with a universal visual language that stands out with its simplicity for navigation and vivid colors. At first, the folded map gives the impression of a food guide, but soon reveals that it’s a food safety guideline upon unfolding. Our map not only raises awareness on food safety in an engaging manner but also offers functional information that any tourist might be interested in. The map was stylized using curves and rounded edges to soften the usual authoritative tone into a friendlier and more advisory one.

Indication of how successful the outcome was in the market

The number of calls from restaurants to Boecker, asking about QPA Food safety Certification increased by 10%

Credits

Name Company Role
Ramsey Naja JWT Chief Creative Officer
Chafic Haddad JWT Executive Creative Director
Rayyan Aoun JWT Creative Director
Amin Dada JWT Senior Graphic Designer
Pete Taylor JWT Head Of English Copywriting
Dana Al Kutoubi JWT Planner