Background
Originally a sword manufacturing company established in 1872, Fujiwara applies the same degree of craftsmanship to their premium quality kitchen knives. The brand is a favourite among chefs and enthusiasts alike.
Challenge
Fujiwara is a status symbol within the culinary community. Our goal is to leverage the brand’s reputation to justify the price. We want consumers to invest in a Fujiwara instead of settling for a lesser product.
Target Audience
Primarily culinary students and professional chefs just starting out.
They are looking to upgrade and are open to trying out different products. Home cooks are serious about their craft. Also, shops at high-end groceries and specialty shops (i.e. butcher, local fishmonger, farmer’s markets)
Category, Product or Consumer Insights
A purchase at this price point will not be an impulse buy. The consumer would have decided methodically, gathering information from forums, YouTube, cutlery shops, etc.
What is the one main message of this communication?
Fujiwara creates modern katanas.
Reasons to Believe
Company message – “Fujiwara has instilled the traditional technology and skills of manufacturing the Japanese sword into the modern hand-made kitchen knife.”
Mandatories
Print (Culinary magazines), OOH (schools, knife shops).
We should also think about unique ideas for butcher shops, grocery etc.
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