trick

How to add value to cheeses that will never be the stars of a dish? How to compete against store brands in the most practical presentations on the shelf? That is what Grupo TGT sought through its entire Diarios range, which consists of different brands oriented to different consumption moments.

The one at hand has an even more complicated role since no competitor has clearly named it: ingredient-cheeses, for daily consumption, intended to be part of all kinds of dishes, but which a priori have no other added value than their practicality. How to baptize them?

We opted to embrace the insight of a category to create and capitalize on it. These ingredient-cheeses are almost tricks to improve a dish. If we like cheese, a salad with goat cheese medallions is better than a plain salad. Period. And getting that extra perceived quality in a dish is terribly easy. From here, seeking memorability and ease of understanding, the brief was screaming for a play on words.