Amazon was launching their food delivery vertical in Bengaluru. One of their first campaigns during this launch was the Great Foodie Fest. Where a food delivery service celebrates the food enthusiast that helps them thrive.
While designing a logo I wanted to keep the lines and design very free flowing, much like a foodie’s preference the portions (width) of these lines were generous. I chose a shade of yellow that is not only appetising, but also contrasted well with the Aurora shade of the Amazon Food brand.
The stars in the background add a festive feel to the logo, while the bowl of food serves as a direct reminder of what the festival was all about.
How did we kick off this festival that was entirely virtual?
We chose to tap into the competitive and clanny nature of Bangaloreans. Creating 5 zones and teams that would compete against each other for the period of the festival. At the end, the team which had ordered the most food would win a grand prize.
We introduced the concept and competition that would be the feature of this campaign, with a very creative teaser visual.
The lines on the visual represent roads that lead to the different zones. But the names of the teams are covered by our foodies favourite dishes, creating intrigue as to what they
are hiding.
With most of the elements remaining consistent, the only change in this KV is the communication, and the fact that the team names have been revealed. This treatment created a continuity for the campaign while also ensuring a brand recall to the teaser.
To encourage the spirit of competitiveness, we also designed stickers that would go out with every order, reminding the teams to check the scoreboard and support their teams with repeat orders.
