Lowe Bull cooks up a new image for Stork

At the heart of the repositioning lies a complete shift in brand mindset; a recognition that Stork is a preparation brand. As such, its competitive field is not limited to other margarine brands, but in fact lies strongly in the pre-prepared and fast food sectors - because if people are buying food that is already prepared, they don't need to use Stork.

“In order to encourage sales of Stork, we need to inspire more women to prepare food from scratch more often, and then remind them about the best ingredient for the job,” explains Lowe Bull deputy MD Claire du Plessis.

“Fortunately for us, there is a growing social trend towards cooking from scratch again, so that provided us with a perfect platform from which to launch this campaign.”

The brand's stated mission is to champion the homemade food revolution.

The resulting campaign speaks to women who enjoy cooking from scratch, who see the preparation of food as an expression of their femininity, and importantly, of their creativity. It rests upon a single word: crEATe, which is then linked to a series of emotions, such as passion, desire or envy, recognizing that, when cooking from scratch, women create more than food.

It is evocative in every sense, rich and warm and very sensual.

Taking advantage of the Lowe Bull Group's ability to provide a full turnkey solution, the campaign comprises a television commercial and print executions (created by Lowe Bull), a website and social networking elements (from digital partner Longtail), as well as in-store communication (by below-the-line specialist Mick & Nick). The positioning strategy was delivered by OIL.

Concludes Du Plessis: “Working on the Unilever account is simultaneously very challenging and very rewarding, because we often work on a variety of different brands within the same sector. In the margarine stable, for example, Lowe Bull manages the Stork, Flora and Rama accounts. So not only do we have to ensure that each brand has its own individual positioning in the market, but also that each positioning complements the other two brands, ensuring that the stable performs optimally in its entirety.”