Belazu's Colourful Print Campaign Adds Drama to Every Bite

Belazu, the premium ingredient supplier to chefs and home cooks, has launched its second 2021 advertising campaign after its debut in January 2021 successfully increased brand awareness and recognition by three points.

Collaborating closely with its lead agency – Truant – Belazu’s latest splash is an evolution of the original ‘Add Drama to Every Bite’ strategy that targets a narrower audience of ‘Committed Foodies’ – people who cook from fresh ingredients five days a week.

Launching on 1st September 2021, the new campaign takes the ‘Add Drama to Every Bite’ platform to its full potential by breaking premium food category conventions. Typical category imagery of people enjoying shared moments over cooking, eating or presenting the perfect plate of food was not deemed strong enough to tie into Belazu’s belief that the plate is only where the journey begins and the mouth is where the magic really happens. So instead of using conventional imagery, Truant captured honest facial reactions to convey how Belazu feels, rather than how it looks.

Honouring the provenance of Belazu’s Mediterranean basic ingredients, art direction for the new campaign vibrantly reflects the brand’s more colourful, Moroccan styling.

Media agency December19 collaborated with Immediate Media to create a bespoke partnership for Belazu which runs across the publisher’s three leading food titles: BBC Good Food, Olive & Delicious.

The cross-channel media partnership includes bespoke supplements, native print and editorial, as well as online takeovers and featured recipes, with Belazu becoming the first brand to sponsor an issue of Olive Magazine. The October issue includes a branded cover, integrated content and ads, plus a voucher give-away offering Belazu products to 20,000 readers.

Chris Busher, marketing director at Belazu ingredient Company, said: “Our initial six-month campaign claimed that ‘Life’s too short for bland food’ and highlighted how a splash or dollop of our ingredients can transform a mundane mouthful into a euphoric moment. We loved the way the visuals connected the consumer to the moment of realisation of what a flavour hit should taste like and challenged Truant to take it one step further. This phase of the campaign is a compelling vision into what every mealtime should look and feel like, with something as simple as an expression. This is such an exciting progression in the campaign and one we’re very excited to share.”

Truant Creatives, Charlie Lindsay and George Bartlett, added: “Belazu have been a fantastic partner to work with and we get hungrier everyday we do! Their ingredients have a knack of being brilliantly dramatic in flavour and colour and we want their brand to do the same. They’ve committed to a really vibrant campaign we’re all proud of. It’s lovely to work with people who have an appetite for attention grabbing work.”

Harriet Gorman, account director at December 19th, commented: “Belazu tasked us to compile a media solution that not only spoke to their pinpoint audience of committed foodies, but would also give them standout in a competitive market where their rivals have deeper pockets. We created a partnership that will really cement Belazu’s place in the market as vibrant challenger brand that is adored and respected in the food industry.”