I have to say, I’m starting to look forward to Tuesday nights just to fulfil my guilty pleasure of #recipetoriches viewing. Yes, I am well aware of how lame that sounds, but you have to admit, there’s something addictive about fast-paced reality TV.
An aside on the point of fast-paced reality TV:
When slow-paced reality shows like Masterchef drone through suspense-free moments of “annnnd the winnnnner is is is is” (picture the soundrack to this part of the blog in slo-mo), viewers want to open a vein. Do they not know this yet?
Back on track…This week was all about batching-up for a DIY product. Great idea! The chosen three were: 1) Apple Crumble 2) Pop Cakes and 3) A Pizza Base Kit.
The concept of the batch-up is to see how the contestants’ recipes stand up to a large volume manufacture style environment. Given that these products are for consumers to purchase as an ingredient based kit to assemble/create at home, I would have thought that meant the batch up creates the kits. No? Apparently not.
Contestants were asked to create a finished product. That is, the pizza fully baked up, the apple crumble, ready to consume, the pop cakes all tzjujed and ready to party. I might leave that little operational inconsistency aside.
After brand development, launches and Woolworths sensory testing, Golden Greek Pizza Base Kit emerged the winner and I have to say that imho, it’s okay!
As you can see, the brand logo has gone with a tried and true Greek-style font. Unfortunately, I’m tired of it, I don’t know about anyone else. BUT, we all know that it immediately conjures a sense of Greece. If there’s ever a font that carries it’s own brand equity, it’s that Greek font. Could you imagine it being used on anything that wasn’t Greek? Nope, me either. So I guess, they’ve used it to get the immediate emotional connection, and it works.
Our winner has his face as part of his logo and the face of his brand – another tried and true branding method that makes the consumer feel connected to the person who made the product. The moustache twirling Chris is represented as a duo-tone blue-wash smiling chef. For the sake of longevity, or future proofing, is it the smartest move? If his brand is snapped up by a larger manufacturer, how authentic will his mug remain? And is it just plain old cheesy? (no pun intended) I can’t quite tell.
The pragmatic stuff:
The box artwork is pretty decent! The reverse (sorry, I forgot to photograph it) has a photo/infographic that works a treat, the front (as you can see above above) has a super yummy looking food shot, and it hits the mark for food photography – appetite appeal.
The box itself however, is a little flimsy. It’s supposed to look and mechanically behave like a take-away pizza box, but it hasn’t been executed well. Meh, it’s a learning.
My favourite part! As you can see from image number two above, the pack contains two blobs of dough and two sauces. At $7.99, it’s supposed to be enough for two pizzas, but as we found out at Casa del Vecchio earlier today, for our thin-base-loving tribe, those super-yeasty doughs could easily make four.
Now, we’re organic whole-food freaks, so it wouldn’t make for regular consumption around our place, but as a sometimes food, this kit passes the test.
Tonights dinner, courtesy of The Woolworths Experiment – Salmon, dill and kefalograviera (Greek cheese made on sheep’s or goat’s milk) pizza with a citrusy spinach and avocado salad. Kali Orexi! Buon Appetito! Good eating!
Disclaimer: This is an opinion piece and the opinions expressed above are not necessarily the opinions of my colleagues. Neither our agency, or I have any working (or other) relationship with Woolworths or anyone else affiliated to the show Recipe To Riches – I simply like it.