2016 Winners & Shortlists

Brief Explanation

Tramontina is a well-known Brazilian kitchenware brand with more than 100 years of history. Today the brand thrives in over 120 countries worldwide. They are renowned for their unique kitchen and expert knives ensuring unrivaled strength and durability. Tramontina knives undergo a precision manufacturing process in which they are forged from a single solid piece of premium high-carbon stainless steel guaranteeing the highest quality standards. The Tramontina brand is all about reliability, high work ethics & principles, partnership and mutual respect. Their prime target audience is the Saudi females and professional chefs.

The Brief

Due to critical market challenges and changing consumer behavior, Tramontina wanted to capitalize on the distinctiveness of their knives and accordingly help generate more sales. Our objective was to reintroduce the TRAMONTINA brand, remind consumers about the discriminating product features of their knives and ultimately get people to cut their food more skilfully. Our aim was to communicate the TRAMONTINA brand in an innovative yet engaging way, revealing their supremacy when it comes to sharp precision cutting.

How the final design was conceived

Our initial research showed that our consumers are spending more time in their kitchens, and are demanding knives that are not only sharp but that remain as sharp for a long period of time. We also found out that these consumers are quite willing to pay extra for these high quality knives. Furthermore we explored and observed the way people are using their knives in their daily food preparations, and more particularly we studied how chefs use their knives for cutting. Our findings revealed that the cutting performed during their preparation is nothing less that flawless precision, and meticulous finishing. Inspired by the chefs, and mimicking their work, our idea clearly demonstrated the prowess of the TRAMONTINA knives for sharp precision cutting, which are the unique differentiating qualities of the Tramontina brand. We devised a special mechanism to bring the idea to life, which was implemented across all the pieces of communication. The idea intrigued customers visiting the showroom as it gave the illusion of the vegetables being neatly cut, and equally generated high customer engagement when interacting with the communication piece in magazines. We used special paper material that could be easily shaped to produce this unique effect.

Indication of how successful the outcome was in the market

The campaign idea had a positive impact on the client’s business. As a result client witnessed considerable increase in the number of visitors to their showrooms, and have observed a 26% jump in sales during the period of the campaign. Furthermore the awareness and positive perception about these knives as premium homeware brand consistent with the highest standards, unrivaled strength and durability has considerably increased. Most importantly the TRAMONTINA brand became the number one selling knives’ brand in the Al Saif stores. We anticipate this campaign will maintain its strong grip and accordingly we will notice an increase in word of mouth about the Tramontina knives as more customers interact and engage with the idea.