The new style is much more modern and contemporary, but still flavourful. How important was this balance?
Marleen: "We are a development centre and our challenge is to translate fresh ingredients into semi-industrial preparations. Preparations that are tasty and have a long shelf-life, too. Industrial kitchens have a slightly negative image as it is, and we want to disprove that. We start with ultra-fresh products, and prepare those in a very honest way, without bad additives. We want to emanate that.”
Hans: “A lot of time was spent on defining the campaign. We wanted to emphasise our creativity and human aspect, but what we do also needed to be very clear. Sous vide technology remains our core business, so customers should understand that at a glance.”
Did you try the ‘herb explosion’ in the campaign photos yourselves?
In unison: “No!”
Marleen: “I think they had a great understanding of what they could and couldn’t ask us to do.”
Hans: “There are more photogenic people than us in the company!”