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LÉKUÉ URBAN FARMING Anika Molina
THESIS PROJECT
Author: Anika Molina Graphic Design
& Advertising
Tutor: Joao Alves Date: June 2016
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00 Abstract This Bachelor Degree in Graphic Design and Advertising Project report is based on the development of a campaign to promote organic food and urban agriculture in Barcelona, as a strategic alliance between Urban Farming and Lékué. Lékué is a worldwide brand in the cookware industry, creating new healthy food experiences and unique sensations. Its products are made 100% food-grade Platinum Silicone and are specially designed to function in a simple and practical way, allowing the users to follow a healthy diet. Lékué has designed products such as cookware, bakeware, cookbooks, and kitchenware. The main focus of this thesis is to help users discover the pleasures of cooking at home in a healthier way, by introducing new techniques in the kitchen, and to break with the idea that healthy cooking is boring. The aim is to develop a campaign were Lékué promotes an alternative way of food production, and provides people with organic, natural, and fresh food. Despite the small size of some urban farms, these can grow a surprising amount of food. Food can be planted more densely in urban farms because people hand cultivate, nourish the soil more frequently , and micromanage the applications of water and fertilizer. On the other hand, as these farms are relatively small, people can walk through their crops in minutes addressing problems as they arise, and harvest food at its peak. The design process includes a research phase, a concept development, and a final design production. The research phase consists of the following parts: a study of Lékué’s background, SWOT analysis of the brand, a study of the impact of food on health, and how food preparation has changed through the years. After this, a survey that provides information of how lifestyles influence people’s eating habits, and how Lékué can help people have a better diet. The concept of the development section is based on how alternative ways of cooking, such as Lékué, will become the future of cooking, and how the future of food could be urban farming, since it is a more sustainable way to produce food and does not damage the environment or people’s health. The last chapter presents the final design production, which is the result of the combination of findings in the previous parts. A campaign is developed with several proposals to achieve the goals of the brief. As a result of this thesis, a digital campaign is created based on a webpage, graphic communication material for social media, and two possible products.
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01 Acknowledgements This thesis final project has been developed at IED Barcelona in 2016, and was possible only with the support and participation of many people, for whom I express my deepest gratitude. First, I would like to thank my thesis advisor, Joao Alves. Your encouragement was essential in the writing of this thesis and in the guidance to achieve the goals of this project. I would also like to thank Julie Foale, for the assistance provided during all the writing process of this thesis. Thank you for helping me improve every day. I am also grateful for the time and advises of Alex Beltrán, Rory Lambert, and Pablo González-Moralejo Rausell. I would also like to thank Lucia Rocco, who motivated me every day to finish this project. Your encouragement and patience have meant the world to me. Thank you for helping me in every way you could. I am forever in debt to my family, especially Pablo and Loraine. Your love and support have helped me tremendously, and I am most grateful for your lesson. You were there for me every step of the way, and I wholeheartedly appreciate everything you’ve done for me.
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''Big things often have small begginings''
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Table Of Contents
Research Phase
Description of the Brand
Methodology
11 39
23 41
Literature Review
Discussion
Key Findings and Insights
Conclusion
36 43
Development Phase
The Cooking of the Future
Conclusion
Observations
Production Phase
Final Project
Bibliography
47 59 70 75 124
Live Better, Eat Healthily and Naturally Key Findings and Insights
General Conclusion
References
51 60
120 126
Urban Farming
Project Proposals
Discussion
55 65
122
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03 Introduction Global population is on the rise, and also is food demand. It is expected that population will increase from currently 6 billion to 9 billion people by 2050 (FAO, 2011) today. Urbanization will continue at an accelerated pace, and about 70 percent of the world’s population will be living in urban areas, compared to 49 percent nowadays. In order to be able to feed this rising number of population, food production must increase 70 percent.
FAO (Food and Agricultural Organization): United Nations organization that aims to increase food production throughout the world. 8
03 Introduction
One of the biggest methods of mass production of food worldwide is known as Industrial Agriculture or as an intensive food production process. This method involves using heavy amounts of pesticides and chemicals in crops to take full advantage of the available land and resources, to produce a higher amount of food. Recent studies conducted by Joshua Muldavin, food and agriculture expert, have shown that today, in 2016, ”the world has two or three times the amount of food that what is needed to feed the number of people in the world.” Even though it is one of the most common and popular ways of production, it is harming, not only human’s health and well- being, but also the environment to an incredible extent. These chemicals, hormones and antibiotics added to crops are linked to several chronic diseases that lead to a lower quality of life. The health of humans and the well being of the environment depends on bidding on a more sustainable production system that involves the production of food without these chemicals and more natural nutrients. Worldwide population is being exposed and attracted to an unhealthy and unstable lifestyle consuming products that have been produced by these methods. The solution proposed in this project, as mentioned before, is a different, more sustainable system of producing the right amount of food necessary to feed the growing population on Earth without lacking to give the people the nutrients they need to survive. This new and innovative solution is Urban Agriculture. It consists of growing organic, non-chemical, healthy products containing more nutrients, vitamins and minerals necessary for the day to day nutrition of a person, and “a greener, healthier future” without high toxic levels of chemicals. In addition, healthy eating is not only being affected by the chemicals in food, but also by modern lifestyles, where time is an important factor, since people are living a busier life. Healthy eating has been a taboo worldwide, because people are leaving traditional cooking behind, opting for a faster and easier way to cook, without giving the right importance to a nutritious meal. Lékué is a company that wants to break with this taboo, and help people live a healthier lifestyle, introducing new techniques and tools in the kitchen, breaking the idea that healthy cooking is boring. Its products are made 100% of Platinum Silicone and are specially designed to function in a way that is simple, easy and practical. Therefore, Lékué’s challenge is to reach new audiences and help them discover the pleasures of cooking at home to lead a healthier lifestyle. To conclude and solve the problem of a growing number of the population with a low nutrition intake, and people living in an unhealthier way, and eating premade, chemically grown food, this project presents an innovative campaign for Lékué showing the benefits of a relation between the company and Urban Agriculture. A strategic alliance between these would cause a significant change in the consumer’s lifestyle and perspective of food, giving them, not only the nutrition they need while cooking in a faster and easier way, but a better quality of life.
Platinum Silicone: is an odorless, colorless polymer made from silicon, found naturally in sand, quartz and rock. 9
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04 Description of the brand Lékué is a worldwide brand in the cookware industry creating new healthy food experiences and unique sensations. Its products are made 100% food-grade Platinum Silicone and are specially designed to function in a simple and practical way, allowing the users to follow a healthy diet. Lékué has designed products such as cookware, bakeware, cookbooks, and kitchenware. Lékué addresses a variety of places globally, including several countries in Europe, Asia, and America, and while each country’s approach is different, products adapt to all culinary cultures to be able to teach everyone, everywhere, the pleasures of healthy cooking. The main objective is to help users discover the pleasures of cooking at home in a healthier way, by introducing new techniques in the kitchen, and to break with the idea that healthy cooking is boring. Lékué was founded in 1980 by Jose M. Llorente, with the creation of rubber ice trays. Twenty years later, in 1998, the company started producing the first silicone molds for kitchenware. After several years, some competitors that were able to do the same products for a lower price started emerging, so the Llorente family decided to sell the company. It was in 2005 when CEO Xavier Costa, bought Lékué and took a step that revolutionized the business; from the brink of bankruptcy to be a successful company. With the creativity of the first owner, Jose M. Llorente, and the experience Xavier Costa had working with rubber, creating design products that had never existed before and that satisfied people’s needs in ways no one had ever thought of. Since then, Lékué stopped manufacturing products for other brands, and became a pioneer and leading brand in its sector. Lékué became a brand that wanted to be unique, simple and easy; a brand that bases its position on innovation, helping people improve eating habits. Currently, Lékué has, approximately, more than 600 products. In contrast, the past three years, the brand has launched over 200 products.
CEO: abbreviation for chief executive officer; the person with the most important position in a company.
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Description of the brand
Collaborations Since 2005, when Xavier Costa bought the company, Lékué has been working to be an innovative brand, collaborating with designers, to create better experiences and to develop a connection between the user and the product. Some of the collaborations are; Nomon Designs – which worked together in the branding and communication strategy of the brand linking design, innovation, and the concept of cooking healthy and easy, creating a packaging that would be the main driver for communicating the product. This packaging transmits the main principles of Lékué’s products, which are image, excitement, international, communication and functionality, which allowed the user to enjoy the product since the first time they encounter the product in the store. As a result of the involvement and teamwork, Lékué witnessed spectacular growth in revenue up to 74% between 2006- 2011. This helped the brand reposition as a pioneer in kitchenware. Lékué also worked together with Luki Huber in its product design. Lékué’s innovative ideas have been acknowledged in recent years with prestigious international awards. For example, the lemon squeezer, one of its star products, won a notice at Madrid Fusion in 2007, and the Good design Award in Japan. Lékué has also won the Best Design Management in Enterprises, Delta de Oro, and National Design Award.
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Description of the brand
Target & Market Lékué’s target users can be divided into two categories: A) people who take the idea of making healthy food day by day and have a greater concern regarding diet, but do not have enough time to cook, and B) people who look for innovative ideas for special occasions to share and delight friends and family. Lékué’s products are currently distributed, in stores or online, in more than 40 countries including EU, USA Canada, Saudi Arabia, Oman, Singapore and South Africa, these products adapt well to the different cultures around the world. The design, features, and functionality make the products stand out from others in the market. Lékué is a world leader today, so competition is not a threat, mainly because it owns the world wide patent for Platinum Silicone. The online sales of Lékué reach all EU countries, although France and Spain are the main markets. Several of the online stores are: Amazon, Colbrook Kitchen, eKitchen World, Everything Kitchens, Food Network store, KaDeeKay, Kitchen Culture, Kitchen Krafts, Kitchen Universe, Pastryitems, Zoola, and other stores. Lékué wants to become international, but the problem to reach other countries in the online market is that an average purchase is 50 euros being unaffordable for the company because the shipping price can cost between 85-100 euros, which is twice as the average shopping basket. The idea of opening an e-commerce when shipping costs are so high means that the expenses would be higher than the income itself. Some of Lékué’s competitors are: Ibili, Tefal, Chef ’n, Pavonidea, Ikea, Ineibo, Le Creuset and made in China products. China is their fourth largest consumer in terms of turnover; approximately 90% of this country sales are e-commerce. Perhaps the most interesting fact is that 50% of those sales are made in a specific day; Single Day (11,11) and the other 50% the rest of the year. In China, people save 5 money through all the year to spend it this date, while in the rest of the world this time is on Christmas shopping gifts.
Single Day: festival celebrated among young Chinese people to celebrate the fact of being single; largest online shopping days in the 13 world.
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Description of the brand
Products
Lékué’s products are mainly made of Platinum Silicone, which is the ideal material for manufacturing molds or products that, in some way, have contact with food, avoiding the use of Bisphenol that there are no health or environmental risks. Platinum Silicone is chemically produced and is an odorless, colorless polymer composed mainly of silicone, which can easily be found in rocks, quartz, and sand. The main characteristics of this material that make it so ideal to use in the kitchen (either microwave or oven) are: flexibility, resistance, practical maintenance and that it withstands high temperatures. Lékué has two lines of products; baking and cooking. Baking; dedicated to confectionery products include molds and formulas for decoration, and cooking; including products related to cuisine, tools for the kitchen and storage. As Lékué’s products focus on the needs of the users, there are four main aspects that all products include; health – products designed to cook in a healthy way, speed – in which products are designed for people with active lifestyles and that do not have enough time to cook and clean, making it easier and faster for the user. Also, share and play products - which are designed to share moments with family and friends, and the last one is foodies –these products are designed for creative users that like to cook and experiment in the kitchen. Steam products are fundamental for both range of products, and considering that the products are made of Platinum Silicone, food can be cooked without extra oil or butter, so the user saves the extra calories in each food. When steaming, the food preserves vitamins and minerals, and it allows food to remain juicy, and enhances its flavor and odor. At the present moment, Lékué’s products are solely just kitchen ware, but new products of gardening could be added to their market, as mentioned in page 67, in Project Proposals.
Bisphenol: is an industrial chemical that has been used to make certain plastics since 1960.
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Description of the brand
Brand Community
The idea of creating a community is to create a strong bond between the user and the brand. It is essential to have a strong and loyal brand community as a business strategy. A brand community is a potent strategy if it is approached with the right mind set and skills; it increases customer loyalty, authenticates brand meanings, lowers marketing costs and helps the business grow. Lékué is trying to become a network. To achieve this, it created a space in its web page to create a community. In this community, people will be able to post recipes, suggestions, doubts, and events. The recipes area will explain favorite recipes and cooking tips to improve dishes which main objective is to reach homes all around the world and to show the people the pleasure of cooking at home. The suggestions area is designed to create a bond between the user and the brand, offering the user to participate in the challenges Lékué proposes or for the user to express its ideas or needs. Another feature of the online community is the doubts area, where the user can share doubts regarding Lékué’s products with other users. Concluding the features of the web page is the events area, in which the user will be able to consult events and activities to learn more about the products. To increase brand awareness the best tool to use is social media. The benefit of using social media is not only to reach out to the users and promote products, but it can be used to strengthen and build the brand’s image too. Lékué has a Facebook page, Instagram, and Twitter account; this gives a way to let users connect with the company online, and offers the user insights about the brand and its products.
Social Media Lékué’s Facebook page has 196 thousand followers, and it mainly posts about recipes, images and video links. The page’s most popular post, in the last year, has 43 likes, and 9 shares. This post was in late summer, and it was about a link to the social web page to buy the ice box. The statistics show that the interaction between Lékué’s Facebook page and its users is not engaging the users enough for them to keep updated with the brand’s news and innovations. Something similar happens with Lékué’s Twitter and Instagram accounts; in Twitter the most popular post was 3 favorites and 2 retweets, and in Instagram its last posts were in November 2015. On the other hand, Lékué’s YouTube channel showed the most popular statistics of Lékué’s social media. Videos are regularly posted, and its users are interacting every day with the brand. It has approximately 8,200 followers, and the most popular video was ‘The New Cheese Kit Maker’ posted in May 2015 with more than 190,000 views.
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Description of the brand
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Description of the brand
SWOT Analysis The following SWOT analysis about Lékué aids to understand the advantages and disadvantages of the brand. This is a strategic planning tool which, analyzing every section, which helps Lékué reach its objectives.
Strenghts:
Weaknesses:
- Pioneer in the industry, so no direct competition
- Lack of community
- Wide and diversified product portfolio
- No enough information or interaction with users in the brand’s social media
- Products are easy, simple and practical and helps people eat healthy - High quality and functionality related to price
- Weak communication and lack of humanization - Products lack of information
Opportunities: - Platinum Silicone
- Products are easily copied
- Brand is original and innovative
- Brand faces market pressure regarding price
- International
- Unsatisfied users
- Products adapt to different cultures of the world
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Threats:
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Description of the brand
Conclusion The strengths can be used to offset the threats that affect the achievements and objectives of the brand. Since Lékué does not have direct competition, and owns the patent of worldwide platinum silicone, it offers a different quality than the products that are sold in China for a lower price. To overcome this, Lékué has to continue innovating products, designs and Ideas to be ahead of the competition, its products are always the newest of the market. The strengths can also be used to take advantage of the opportunities; since Lékué’s has a very wide variety of products satisfying different types of users, the brand can connect with this different types of users by creating products that adapt to the different cultures around the world. With this diversity of users worldwide, Lékué has created a community, but one of the weaknesses of the brand, is that its community is not strong enough as a result of the lack of information and interaction with its users in its social media, so there is a weak connection between the user and the brand. Despite the threats and weaknesses, Lékué is still a well-known brand around the world, and has a wide variety of products which have won a significant amount of awards, yet, as a result of this analysis. It can be observed that there are some modifications that can be made to strengthen the brand and help Lékué achieve its objectives. The challenge is to reach new audiences and encourage them to buy Lékué’s products, converting non-users into users to increase the size of its community. The brand also wants to increase the loyalty of its users; it wants to encourage the user to commit and repurchase its products. To accomplish this, Lékué has to establish a relationship between the user and the brand. To be able to achieve this, it is essential to communicate the brand’s values through advertising. These values are what the user experiences with the products while having a relationship with the brand. According to the previous analysis Lékué’s main values are: health, innovation, practical and multicultural. For the campaign, the main focus is on Lékué’s health ideas and the idea is to develop a project that can help users achieve a healthy lifestyle through their diet, and at the same time, help the environment.
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The Impact of Food in Health. RESEARCH PHASE
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Impact of Food in Health
Role of Food in the Human Body
Diet and Health Guidelines
Connection Between Food and Diseases
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How Food Preparation has Changed
Food in the 2000's
Effects of Chemically Processed Food
Changing Agriculture
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Key Findings and Insights
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Methodology
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Discussion
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Conclusion
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05 The Impact of Food in Health
The food people eat provides the body the material that is essential to function properly, and affects a person’s well being. Unhealthy eating provides the body with wrong material, and if this happens, it can develop diseases and conditions, such as arthritis, diabetes or heart disease as well as overweight or malnutrition. This suggests that what people eat is essential to their health.
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The impact of food on health
A Definition of Health Health is the level of functional or metabolic efficiency of a living organism. The World Health Organization defined health in its broader sense in its 1948 constitution as “a state of complete physical, mental, and social well-being and not merely the absence of disease or inf irmity.” An essential way to maintain health is to have a healthy diet. A healthy diet includes a variety of plant-based and animal-based foods that provide nutrients to the body. Such nutrients give the body energy and the proper function required. Nutrients help build and strengthen bones, muscles, and tendons and also regulate body processes. Making healthy food choices is essential because it can lower the risk of heart disease, developing several types of cancer, and it will contribute to a healthy life.
The Role of Food in the Human Body The food people eat every day provides the body with nutrients to function properly. These food components include the macronutrients, such as protein, carbohydrate, and fat – that offer calories as well as play specific roles in maintaining your health. Micronutrients, such as vitamins and minerals, these do not act as an energy source but do serve a variety of critical functions to ensure your body operates as optimally as possible. These nutrients enable the cells of the body to perform necessary functions. This means that nutrients in food are essential for people’s lives. A well-known book called Perspectives in Nutrition, by Wardlow and Insel indicates that ‘‘Nutrients are the nourishing substances in food that are essential for the growth, development and maintenance of body functions. Essential meaning that if a nutrient is not present, aspects of function and, therefore human health decline. When nutrient intake does not regularly meet the nutrient needs dictated by the cell activity, the metabolic processes slow down or even stops.’’ This suggests that people have to focus more on foods that should be included in their diet rather than what foods they should exclude.
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World Health Organization: is a specialized agency of the United Nations that is concerned with international public health.
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The impact of food on health
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The impact of food on health
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The impact of food on health
Diet and Health Guidelines Food is the key for a proper body function. Dietary Guidelines 2015- focus on eating patterns recommendations to follow a healthy 20207 diet, which incorporates a variety of nutrientsdense foods and beverages. The Guidelines recommend people to:
Food Group
Nutritional benefits
Portions a day
Fruit and vegetables
Vitamins, minerals
Five portions
Starchy foods
Energy, fibre, and vitamins
A third of everything we eat
Meat, fish, eggs and beans
Protein and calcium
Two to three portions
Milk and dairy foods
Protein and calcium
Two to three portions
Foods containing fat and sugar
Energy
One portion
Every amount of nutrients people provide their body with affects their health. �Food gives us the fuel to think and the energy to move our muscles. The micronutrients, the vitamins, the minerals are there so that our bodies can function. You need food not just to sustain health, but to feel better� indicates Anne Wolf, RD, a researcher at the University of Virginia School of Medicine. Considering that if people stick to a healthy diet full of vitamins and minerals, the body reflects it. However, some chemicals or pesticides are added to fruits and vegetables, which means that healthy foods contain toxic chemicals designed to kill agricultural pests, but can cause problems or diseases if consumed by humans.
Dietary Guidelines 2015-2020: outlines designed to help people have a healthier diet.
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The impact of food on health
The Connection Between Food and Diseases Numerous investigations conducted by Functional Medicine institution that addresses the underlying cause of diseases, show that health problems are partly related to people’s diet. These investigations explain how ‘‘Diseases such as diabetes, obesity, heart diseases, strokes and certain cancers are considered to be related to a network of biological dysfunction, and the food people eat is an important factor in that dysfunction.” To prevent the onset of these diseases, people has to identify how certain nutrients in a diet interact or affect the human body’s function. These investigations focus on how the multiple systems, such as the digestive system, immune system, and the detoxification system impact the role of nutrition to avoid diseases. Considering that 80% of the immune system is contained in the gastrointestinal system, a person’s issues with immunity could be related to faulty digestion. Functional Medicine addresses that chronic diseases are preceded by a period of declining health in one or more of the body’s systems. Foods have several properties that play an essential role in human’s body. Considering this, a minor diet deficiency can have a negative impact on a person’s health, as well as eating healthy can have a positive one. ‘‘A n increasing number of studies provide evidence for the preventive or curative properties of certain foods, as well as the effects of using food and diet as an advantage to preserve or obtain health” cited from Nutrition Reviews by Ried K.
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Functional Medicine: It is an evolution in the practice of medicine that better addresses the healthcare needs of the 21st century.
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The impact of food on health
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The impact of food on health
How Food Preparation Has Changed It is easier to prepare food today in 2016 than ever before. Now, people can use modern technology to prepare meals that are both fast and nutritious. Microwaves are not used only to heat prepared foods, but to create real dishes that use whole ingredients. People, everywhere in the world, can now register a variety of healthy vegetables at the supermarket and use the Internet to find a microwave recipe that will quickly turn the ingredients into a delicious meal. However, if people are spending an average of 34 minutes preparing a meal, there is time saved by not preparing full meals as thirty years ago, this means that people are using this time for other activities, such as surfing the Internet.
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The impact of food on health
Food in the 2000’S Several studies have found that people spend half the time preparing a meal than they did in 1980. Researchers found people have reduced the time spent cooking a meal by, on average, almost a minute a year – from a full hour in 1980 to 34 minutes today. ‘‘All they have to rely on is convenience food. Even those who like to cook for themselves often cannot because of modern time restrictions. We are now leading busier lives than we used to, so people are simply going to the supermarket and picking something off the shelf. People are f illing themselves with these foods to stop the hunger but they are not taking in all the nutrients that a healthy lifestyle requires” Cited Eleanor Harding from Daily Mail ’s (Education Correspondent) Harry Balzer, an expert in food and nutrition, agrees with E. Harding. He indicates that ”a takeout from the supermarket, that’s the future” and believes that the culture of everyday cooking is lost because people ‘‘are basically cheap and lazy, and the cooking skills are already lost.’’ However, people are not ready to see cooking disappear from the world entirely, this is why so many programs like Master Chef, Great British Bake Off, and other TV series are so famous. This suggests that cooking is a human activity that is far more important to our happiness than to our actual health. Food and diet is changing, as well as human population is growing and urbanizing, and people’s food preferences are changing. The demand for food is expected to continue to grow as a result both of population growth and rising incomes. Research of the Food and Agriculture Organization of the United Nations shows that the ‘‘demand for cereals (for food and animal feed) is projected to reach some 3 billion tons by 2050. Annual cereal production will have to grow by almost a billion tons (2.1 billion tons today) , and meat production by over 200 million tons to reach a total of 470 million tons in 2050, 72 percent of which will be consumed in developing countries, up from the 58 percent today.” This suggests that food production will increase, and at the same time chemicals in food, such as pesticides, antibiotics and hormones which are used in plant and animal farming to boost production. This increases health problems and environmental damage.
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The impact of food on health
Effects of Chemically Processed Food IMPACTS A global interest in knowing what is inside food is dramatically increasing. People are becoming more aware of the prevalence of artificial additives and want natural food. Modern food production methods include endocrine-disrupting compounds, which are chemicals used in everyday products, such as plastics or food and can affect the body’s development, growth and hormone balance by disrupting the body’s natural functions. Pesticides are used in crops, such as antibiotics and hormones are used in poultry.
ENV IRO NMEN T Chemical pesticides pollute the environment. Their purpose is often short-lived, though studies have shown that these pesticides remain in the atmosphere after their job is over. Numerous studies prove that ‘‘chemicals have been used on f ields across the world for almost 100 years, creating a buildup of adverse pollution in our environment, which continues to grow with every application.” Unfortunately, when pesticides are applied on a surface, they travel outside their intended area of use by air, soil or water. This is one common way in which chemical pesticides cause collateral damage. The Agricultural MU Guide, Pesticides and the Environment that “for certain pesticides to be effective, they must move within the soil...too much movement can transfer a pesticide away from the target pest. This can lead to reduced pest control, contamination of surface water and groundwater including humans.”
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Agricultural MU Guide: One of the publications of Agriculture Guide Book. Includes information about agricultural issues.
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The impact of food on health
Effects of Chemically Processed Food SO IL & C RO PS When a greater amount of chemical pesticides are used, a drastic change in soil health follows, which suggests that when the soil is compromised, the nutritional value of the food is compromised as well. This change is directly related to the global exposure to pesticides. These chemicals not only lower the nutritional value of food, but also contaminate it. These chemicals are designed to kill living organisms in crops, but are certainly not meant to enter people or animal’s bodies.
H EALT H As discussed above in page 24 - Role of food in the human body healthy foods such as vegetables or fruits, contain toxic chemicals designed to kill agricultural pests, but can cause problems or diseases if consumed by humans. A significant amount of pesticides have been linked to several diseases. Numerous studies conducted by Pesticides Literature Review “people should reduce their exposure to pesticides because of links to serious illnesses.’’ Results of this study found consistent evidence of serious health risks such as cancer, nervous system diseases and reproductive problems in people exposed to pesticide through eating, home and garden exposure, a multi-university research team in Toronto, concluded that ‘‘people should reduce their exposure to pesticides because of links to serious illnesses. Results of this study found consistent evidence of serious health risks such as cancer, nervous system diseases and reproductive problems in people exposed to pesticide through eating, home and garden exposure.” Similar research has also linked the increase of neurological disorders to the exposure of pesticides; diseases such as Parkinson’s disease, Leukemia in children, Lymphoma, and Asthma. Some rests of pesticides have been found in the bloodstream of certain patients with cancer. Billions of people die each year due to cancer, and evidence has demonstrate that pesticide exposure is a key contributor to this disease. Pesticides and other chemicals can trigger cancer in a variety of ways, such as damaging DNA, disrupting hormones or inflaming tissues. Rather than buying processed foods, using organic repellents or buying organic foods is a logical step to potentially help reduce the chances of these diseases.
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The impact of food on health
Changing Agriculture The impacts of industrial agriculture on the environment, health, and rural communities make it an unsustainable way to produce food over the long term. Today, the majority of farmland is dominated by industrial agriculture—the system of chemically intensive food production. This industrial agriculture was considered a great success. Numerous investigations have shown the effects on the environment and people’s health. A recent awareness of the costs of industrial agriculture is beginning to doubt the benefits of it, and are not as great as people have thought. A solution to this recent problem is increasing popularity; organic foods. Recent research mad by Mike Adams, Consumers Wellness Center (CWC), conducted that ‘‘Organic foods contain more vitamins and minerals, no pesticides, fewer additives, and much lower levels of toxic chemicals. As a result, they have tremendous potential for preventing chronic diseases like cancer, diabetes, heart disease and many others.” This indicates that going organic allows people to start from scratch with the soil. Decreasing soil chemical contamination creates an overall “return to nature” bringing back nutrients and helpful organisms, and yielding clean, unaltered produce. The advantage of organic foods is that it does not contain toxic chemicals, but also supports sustainable farming practices, helping human’s health by avoiding diseases, as well as improving the damage that has done to the environment. Lékué’s main value as a brand is health, this means that supporting organic foods will create a better brand image, and will help not only human’s health but the entire world.
Consumers Wellness Center (CWC): a nonprofit initiating educational programs that empower consumers with information and physical 35 health and more.
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Key Findings and Insights - An essential way to maintain health is to have a healthy diet. A possible solution for this issue is organic food, because organic foods contain more vitamins and minerals, no pesticides, fewer additives, and much lower levels of toxic chemicals. - What people eat is essential to their health; diabetes, arthritis, heart disease, cancer and other diseases can be a risk of an unhealthy diet. - People should focus more on foods that should be included in their diet, as well how many portions of the varieties of foods should be eaten a day, instead of focusing on foods they should exclude. - Every amount of nutrients people provide their body with affects their health. - It is easier to prepare food in 2016 than ever before. Now, people can use modern technology to prepare meals that are both fast and nutritious. - Several studies have found that people spend half the time preparing a meal than they did in 1980 - from a full hour in to 34 minutes per meal. - The culture of traditional cooking is lost because people ”are basically cheap and lazy, and the cooking skills are already lost.’’ - A global interest in knowing what is inside food is dramatically increasing. People want natural food because of chemicals added to food in the industrial agriculture. Chemicals such as pesticides are used in crops, and antibiotics and hormones are used in poultry. These chemicals are certainly not meant to enter people’s or animal’s bodies.
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06 Methodology Society has changed, and also the consumer’s behavior towards products or brands. People are becoming more aware of healthy eating and what is actually inside of food. Every day people are being exposed to a great amount of information. This means that Lékué needs to create a diverse strategy to get into people’s minds. Lékué’s challenge is to reach new audiences and encourage them to buy its products, converting non-users into users to increase the size of its community. On the other hand, the brand is also wants to increase brand loyalty, as well as commit the user to repurchase its products. To accomplish this, the brand has to establish a relationship between the brand and the user; a strategy to develop is by showing that Lékué cares about people and the environment. This chapter explains how the research was conducted. The general approach consists of two parts: a literature review and a survey showing its results. The first part, the literature review, is the theoretical framework, which provides information to understand the brand and the potential users by analyzing the results. The second part, the interviews, gathers data about healthy lifestyles and diet to support this research and help the development of the project.
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Method Analyzing the study of the brand, as well as the research made in page 30 -The Impact of Food in Health and page 31 - How Food Preparation has Changed, the survey focused on different types of lifestyles. The main target was people with the purpose of eating healthy. There are several age ranges of people that want to accomplish a healthy diet, but not all of them were interviewed. Only people aged between 18 and 40 years were included in this study. The technique used for this survey was to interview people in the streets of Barcelona, university IED Barcelona, and social media. Facebook and Twitter were very useful tools throughout the research. The questions were mainly distributed online in order to reach a larger audience. The survey consisted of the following topics: health, diet, food habits, and lifestyles. It was a structured questionnaire consisting of ten questions regarding their lifestyles, and how that influences people’s choices on food. The questions for this survey were made to understand how people’s eating habits are influenced by their lifestyle, and to analyze how much people know that Lékué is a brand that allows healthy eating in a reduced quantity of time comparing to traditional cooking. Questions such as A) On a typical day, at what time do you eat meals and snacks?, B) On average how often do you cook a meal entirely from raw materials, using pre ingredients, home delivery, purchase a ready meal, or prepare a meal to eat at work or school?, as well as C) Why do you purchase ready meals versus preparing a meal from scratch? were focused on eating habits. Another focus of the survey was also to identify if people are aware of what chemicals are found in some types of food, and asked people questions such as D) Are you able to buy organic food near your home or work? and E) Will you change your eating habits and buy organic food? To conclude the survey there were some questions that asked people if they were aware of how Lékué allowed people to eat healthy, and also if they owned any products.
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Discussion The graphics below demonstrate the way the survey was conducted. Questions were simple and direct, not only for people to answer the entire survey but to be able to collect information in a more practical way.
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Conclusion Analyzing the results of the survey, these were the main conclusions: - 65 people from different countries, such as Spain, Germany, France, USA, and Latin America did the survey. - Factors as longer working/studying hours mean that consumers are increasingly turning to meal options that are quicker and easier to prepare or takeaway meals. - Despite this, survey revealed that as many as 40% of respondents still cook some meat entirely from raw materials, while 33% use pre- prepared ingredients. - A significant amount of people was aware of food chemicals. More than 39% of the respondents have tried to make small changes on their diets while the other percentage was not aware of this. - From the 65 respondents, the percentage of people who knew what is Lékué was higher than the people who did not. - A high percentage of the people who owned a Lékué product said that they have bought it because they were lacking time to cook, but still wanted to eat healthy. - However, consumers are more likely to seek to combine health with cooking more exotic and healthier meals at home, or buying healthier snacks than packaged food.
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07
The Cooking Culture of the Future At the same time that a global interest in knowing what is inside food is dramatically increasing, the culture of traditional cooking is decreasing. People spend more time working or studying and have less time to prepare their meals, and this is leading to unhealthy food choices. Advances in technology and food companies are providing people with foods that do not contain the sufficient nutrients which are necessary for the body to function properly. The decline and fall of traditional cooking has several causes, such as women working outside the home, food companies persuading people to let them do the cooking, and advances in technology, which leads people to think there is no need to cook a meal. A book called Cooked written by Michael Pollan conducts that ‘‘when we let corporations the cooking, they are bound to go heavy on sugar, fat, and salt; these are the three tastes we’re hard-wired to like, which do a good job masking the shortcomings of processed foods.’’ This suggests that not only people are eating unhealthful foods, but also the culture of traditional cooking is getting lost, and the bigger concern is that probably it can be rebuilt, but mainly, it is going to transform. As discussed before in page Food in the 2000’s, if people do not change their eating habits, a takeout from the supermarket will basically become the everyday meal. On the other hand, the importance of concerns about health has never had such great importance, and is leading people’s consciousness to their food choices. People are driving changes with the way they approach food choices and preparation, the same as they want more involvement in the way they prepare their meals by eating healthier. Register food producing, it is essential to identify the impacts of industrial agriculture on the environment, and people’s health, and to discover another way to produce sustainable food over the long term. Up to 40% of crops worldwide are already experiencing soil erosion, therefore food produced in that soil are lacking nutrients and containing a significant amount of toxic chemicals. Health and food issues are affected by factors such as time, access, money and knowledge, amongst others. On the other hand, people are better educated, eager to explore different tastes, and embrace the idea of healthy cooking and eating. People these days have the opportunity to create a new and positive relationship between cooking and food. Perhaps, this means that the ’traditional cooking culture’ is not lost, is just reinventing itself adapting to new technologies and lifestyles with one purpose: help people live a healthier life.
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The Future of Kitchens Modern busy lifestyles are at odds with healthy cooking and eating. Due to limited time to prepare meals or dislike of food preparation and cooking, people are not always able to follow a healthy diet. Time seems to be an important factor when it comes to people and their willingness to cook and prepare healthy meals or choose pre-prepared foods, fast foods, or eat snack foods instead of meals. The reasons behind these unhealthy food choices are such as: roles in families have shifted with women working, there are more quick food alternatives including take out, fast food, and already prepared food, as well as foods must be convenient, easy to prepare or be ready to serve. A possible solution to this modern lifestyles and their unhealthy eating is Lékué, which product’s main characteristics are: practical, easy and healthy. Products are practical because they do not occupy space in the kitchen, as well as they are easy to clean and use, and of greater importance, healthy, because the food cooked in them preserves the highest amount of vitamins and minerals. This brand is helping people to cook and eat healthy, and in addition it also gives people a feeling of ownership towards the food prepared. Even in today’s fast paced world, people can find an excitement of cooking a wide variety of meals in just minutes. As an example, cooking vegetables, fish, or meat in Lékué’s products usually takes an average time of 4 to 8 minutes.
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Live Better, Eat Healthily and Naturally Lékué supports the idea of ‘‘Live better, eat healthy and natural.’’ Its products help people not invest a lot of time, and still be able to have a healthy and balanced diet. As discussed before in page 24 - Def inition of health, eating healthy food is essential because it contributes people to feel good. Lékué is achieving to help people live better and eat healthy, the problem is that people often buy their products in supermarkets, and do not know the truth behind the foods they are consuming. Foods in supermarkets are usually from industrial farms - intensive food production which foods are often combined with ingredients that are not natural like sugar, fat and salt. However, these are not the only ingredients in the foods we buy, as discussed before in page 32 - Effects of chemically processed food, the use of pesticides and other chemicals in crops, as well as antibiotics and hormones used in poultry, disrupt human’s normal body functions. Bottom line: foods found in most supermarkets are not natural. A solution to this problem is organic food, which contain more vitamins and minerals, no pesticides, and lower levels of toxic chemicals. Organic foods can be grown in Urban Farms. The U.N. Food and Agriculture Organization reports that ‘‘800 million people worldwide grow organic foods in cities, producing an impressive 15 to 20 percent of the world ’s food.’’ If Lékué supports Urban Farming it will provide people with fresh, local, and safe foods (organic), as well as it will reduce waste, not to mention other several benefits Urban Agriculture has on on society, people’s health and in the environment.
U.N. Food and Agriculture Organization: or FAO, is an organization that aims to increase food production throughout the world. 51
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The Future of Food Since Industrial agricultue has destroyed the planet, and people’s health, people are trying to find alternatives in food production. An example is Urban agriculture or urban farming is growing a green future. It provides people with organic, fresh, and healthy food. Urban farming is the only feasible way to nurture soil, and provide people healthy lives by reducing the amount of chemicals they have consumed these past years. It also provides people with food without these unwanted substances, especially pesticides, medicine residues, and unwanted additives in processed foods. Another benefit is that it enhances economic growth, and builds healthier communities. Jared Diamond, the author of Collapse, has written, “The rise and fall of a society starts with its food system.�
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08 Urban Farming Urban farming is defined as the practice of cultivating, processing and distributing food in a village, town or city. It can also involve animal products, aquaculture, agroforestry, urban beekeeping, as well as husbandry, although these activities may occur in peri-urban areas, which have some different characteristics. These farms usually apply intense production methods, and the use of natural resources, contributing to the food security, health, and environment of the individual and the community. It also provides environmental restoration and remediation. Urban agriculture reflects levels of economic and social development. In the economic area, it expands the economic base of the city through production, processing, packaging, and marketing of consumable products. This results in an increase in entrepreneurial activities and the creation of jobs, as well as reducing food costs and improving quality. In the social area, it includes many benefits, such as improve health and nutrition, and increase income, employment, food security, as well as community social life. Urban farming, as discussed before, provides people with fresh, organic and healthy food. Food grown in these farms is usually harvested, and cooked or eaten, unlike foods in supermarkets. Fresh food lasts longer and it is healthier because nutrients are not lost while food is being transported or distributed. People usually pay three times more the cost of food, due to transportation and taxes. As a result, people enjoy easier access to fresh products, greater choice and better price if bought. Urban farming foods are mainly organic, which means no chemicals such as pesticides or toxic chemicals are used in food, because these farms do not deal with animals, or insects. City farmers can plant more densely because they hand cultivate, and nourish soil more frequently.
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Urban Farming and Health Urban farming can have an overall positive impact on people’s health, which directly impacts social and emotional well being. Several studies have found that community gardens lead to improved social relationships, and overall community improvement. This improvement in community’s health can also be connected to decreased levels of crime and suicide rates. When individuals come together around urban agriculture or farming, physical activity levels are often increased. Everything that is involved in starting and maintaining a garden, from turning the soil to digging holes, contributes to an individual’s physical activity. Many state that working in agriculture is much more interesting and fulfilling than going for a run or to the gym, and that it makes getting exercise “fun.”
Urban Farming’s Growth Urban farming is becoming more than a trend, it is also a way to improve economy, communities and people’s health. Urban Farming Organization has provided the information that there are more than 5,000 urban farms worldwide. Their mission is to create abundance food for people encouraging and supporting the establishment of gardens in cities, raising awareness for health and wellness, inspiring and educating youth, adults as well as seniors to create an economically sustainable system to uplift communities around the world. This organization also provides food for people in need (aside of urban farms that exist just to feed their own communities.) Some brands that have supported Urban Farming Organization are: Triscuit: Triscuit Home Farming Movement encourages people to connect back to the simple joy of planting their own food at home. On April 12, 2011, Triscuit and Urban Farming celebrated National Home Farming Day in New York City. They planted food, tasted food, and planted two grades simultaneously in Tampa and Los Angeles. They also planted fifty community-based home farms in twenty cities in The United States, and more than 47,000 people registered their home-based farms with the Home Farming Movement. Coca Cola: Barrel Harvesting Project is a water replenishment project with Urban Farming and Coca Cola located on 9 Urban Farming Community gardens sites in the Detroit area. The project features 9 pergolas that were constructed by Home Depot and Urban Farming.
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Conclusion As discussed before, Lékué’s brand values are: innovation, design, practical, fun and healthy. Health is achieved by following a healthy diet, and this brand’s products help people have a better, and healthier life by providing people the tools to prepare healthy meals in a short amount of time. In order to achieve this, the brand offers a diverse and broad variety of products for food lovers to be able to cook their healthy meals. These innovative projects have been well designed and provide people unique experiences and sensations. The main problem here is not the products but the food people buy at supermarkets, which contain several toxic chemicals for the human body. A solution to this problem could be organic foods, and a sustainable approach to produce it is Urban Farming. Urban Farming has similar values to Lékué; innovation and practical when it come that food often travels from country to country, but when food is produced in urban gardens, the food is fresh, has less chemicals, it reduces waste, and best of all, it cost less because it reduces costs in transportation. Urban farms/gardens that have a good structure and design can produce a significant amount of fresh food because it is hand-cultivated, the soil is nourished more frequently, and the application of water and fertilizers are managed better. In addition, Urban farming, as well as Lékué, can be an enjoyable activity for people by producing healthy food, as well as taking the time and exercise to take care of the crops. If Lékué supports the Urban farming movement, it would give the brand a better brand image, as well as it would expand beyond its original goals and develop a better brand image. This innovative program would engage citizens, to create a transformational change; not only in their diets, but also in helping the community or city be a better place, and lessening the damage agriculture is doing to Earth. This movement would also create brand awareness, and new users would discover the brand. Finally, ‘live better, eat healthy and natural’ which is one of Lékué’ slogans, would be for the first time actually true, because the brand would not only sell its products for people to cook healthier meals in a simple way, but also it would really show that Lékué really cares about people’s health, and supporting this movement, would help create social initiatives for the people to buy more of the brand’s products. The objectives that Lékué and Urban farming have in common are: both try to help people follow a healthier diet, by providing them the tools to make it easy and practical for them. Lékué needs to find a way to communicate this to people, while Urban farming is already doing this. The objective of the campaign would be that Lékué provides people the tools in which would help people grow its own garden at home, for people to be able to eat in a healthier, and fresher way. The impact this would have on people’s lives is that they will be able to grow their own food without any chemicals, while they enjoy taking care of the plants, and in the end, they would prepare them in Lékué’s products and eat their food.
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Key Finding and Insights - People spend more time working or studying and have less time to prepare their meals, and this is leading to unhealthy food choices. - The importance of concerns about health has never had such great importance, and is leading people’s consciousness to their food choices. - Health is affected by modern lifestyles, such as time, access, money and knowledge, amongst others. - Nowadays, people are better educated, and are eager to embrace the idea of healthy cooking and eating. - Traditional cooking is not lost, is just reinventing itself adapting to new technologies and lifestyles. - Lékué is a solution to this modern lifestyles and their unhealthy eating. Its products are practical, easy and healthy, as well as they prepare healthy meals in minutes. - Even in today’s fast paced world, people can find an excitement of cooking a wide variety of meals in just minutes. - Lékué supports the idea of ‘‘Live better, eat healthy and natural.’’ - Most products people buy in supermarkets are NOT natural, they contain toxic chemicals for the human body. - Organic food contains more vitamins and minerals, no pesticides, and lower levels of toxic chemicals. - Organic foods can be grown in Urban Farms. - Urban farming is becoming more than a trend, it is also a way to improve economy, communities and people’s health. - Urban Farming Organization has provided the information that there are more than 5,000 urban farms worldwide.
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09 The Concept In order to present Lékué proposals related to urban farming, three early ideas were created, taking into account the initial requirements of the brief, and the brand’s values and philosophy, in which innovation is an important factor. Fundamentally, innovation means introducing something new to the business, such as developing entirely new and improved products and services, adding value to existing products, or to create a service or idea to differentiate the brand from its competitors and increase the perceived value of the brand in existent and new users. Considering this, creating a strategic alliance between urban farming is an innovative way to place Lékué in a greater position in the market. These proposals can work together, as well as each one independently to achieve some of the brief ’s goals. The Lékué Buds Campaign is a joint initiative between Lékué and urban farming. The campaign is going to take place in Barcelona, where not only was Lékué founded but where urban farming has already started to appear, and people already have created spaces to bring nature and knowledge about their food to the city. This campaign aims to engage and educate children,young people and adults on the issue of food and encourage them to make positive and healthy food choices by showing them that with Lékué products, healthy cooking is not time-consuming. On the other hand, it will also create awareness of the chemicals inside some industrial farm products and how they harm people’s health, and also as the environment. It is expected that population will increase from currently 6 billion to 9 billion people by 2050. Urbanization will also continue to grow at an accelerate pace. In 1990, less than 40% of the global population lived in a city, but as of 2016, more than half of all people live in an urban area, and in 2050 about 70% of the world’s population will be living in cities, compared to 49% today. In order to be able to feed this rising number of population, food production must increase to 70%. Our food production is mainly from industrial farms, which use toxic chemical fertilizers and pesticides that damage our health, as mentioned before in Changing Agriculture.If population continues to grow, it means that more chemicals will be necessary to meet production goals, and that the impacts of industrial agriculture on the environment, and health will increase as well. This means that this type of agriculture makes it an unsustainable way to grow food.
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Objectives There is a lack of information in the food industry, such as where food is coming from and there is a lost sense of connection of how our food is produced. Food is an essential part of our lives and plays an important role in our cultural identities. Habits such as regular meal times and hobbies may ease the stress of daily living in our fast-paced lifestyles of today. The main objective of this campaign is to help people enjoy access to fresh and healthy products. At the same time, to encourage people to cook at home with Lékué products by helping them discover the pleasures of preparing healthy meals by introducing new techniques in the kitchen. Lékué and urban farming can be tools to bring families together, and also as a therapeutic hobby that brings healthy and nutritious food to the table allowing people to follow healthy diets. These can provide people a healthier and a better quality of life. Community gardens can also lead to improve social relationships and overall community improvement. This improvement in community health can also be linked to decreased levels of crime and suicide rates. Other objectives include: to help people increase their physical activity levels, raise awareness of the chemicals injected in food, and damages in the environment due to industrial agriculture.
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Project Proposals The challenge is to help people live better by eating in a healthier manner. Urban farming is becoming more than a trend, it is becoming a new sustainable way of food production, and because of this it can become the future method of agriculture. Recent investigations show that in 2016, an estimate of 15% to 20% of the food produced is by urban farms. The main proposal is for Lékué to create and promote a social movement, where the brand provides people healthy and sustainable food through urban farming and its products, giving Lékué a better brand image and interaction with its consumers. This proposal will consist of different aspects to a process: - A product and service which allows people to grow their own food. - Aim to help people engage in their community and live a healthy and positive lifestyle. - The creation of a sensor, an App, and a possible new product for Lékué.
Sensor & App First and foremost, Lékué will design a sensor which allows home garden owners to grow their own food, and keep track of their plants. Accompanied by an app that provides the plant, allowing the user to receive notifications or live updates when consumers with information to take good care of their plants, and that is directly connected to the they need to seed, trim, water or cut their plants, as well as some quick, easy and tasty recipes for their herbs, veggies and fruits prepared and cooked with Lékué’s products. The App also contains a virtual view of the garden that can be shared with other urban farmers through Social Networks, i.e. Facebook. The App and the sensor connect each other through Bluetooth.
Planting Kit This kit includes a pot, dried soil, natural fertilizers, gardening tools, several seeds and a watering recipient. The pot has a similar look to other Lékue’s products and is designed to be similar to them. The idea is that the whole activity of the app, sensor and the kit to be easy to use, as well as fun for all ages. The material for the kit would be Platinum Silicone. With this kit, people can grow a wide selection of foods, including vegetables, fruits and herbs. Due to its attractive look, emotional user experience, and environmentally friendly design, it will attract not only adults that will be involved in the cooking and planting process, but will become a family activity for everyone.
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Observations After presenting the idea to the client, several aspects of this campaign were criticized. For instance, the idea of the app for the mobile phones, because there are a lot of apps that work similar to the one proposed, and it was uneccessary to create another one. Another criticism was that the campaign should focus more on the idea to communicate awareness of food people choose to eat, rather than focusing so much on how Lékué would benefit from this campaign: the brand should focus more on helping people to eat healthily. Therefore Lékué should provide them with useful information on how they can change the way they eat, and how they can improve the quality of their food as well. On the other hand, the client liked the idea of urban farming and Lékué as a strategic alliance, and in the next chapter, these points are improved and re-designed to achieve a more effective campaign.
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10 Final Concept In this section, the campaign between Lékué and urban farming is improved. Several points have been modified, such as the kit, and the app. Considering that there are several gardening kits in the market similar to the one proposed, this kit was designed to use the packaging as the product itself, to reduce waste, make it ecofriendly and more sustainable. Other improvements include: a more developed proposal, a different approach to the target audience, and the idea of organizing activities for people who are interested in healthy cooking and eating, but that want to share more experiences with people who have the same interests besides just the kitchen. The idea of this campaign is to promote urban farming, organic food and Lékué’s products in Barcelona. Urban farming is a popular trend, where people interested in gardening and organic food have joined and created a network. Considering that Lékué is trying to increase its popularity and become a more social brand, this alliance would help expand its network. The campaign will be launched on Earth Day, April 22, to inspire people to consider the benefits that this campaign will have not only on the environment, but also to their health, as well as in the communities around Barcelona. Thus, the first objective of this project is based on the need to meet, communicate and generate information about this activity to existing and potential users about the quality of their foods, and how growing their own plants at home is a way to eat healthier. There are several activities that are helping support and promote this campaign. The first one is to create a calendar with activities such as workshops, and attending to food truck events around Barcelona.
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Product Design Process After the client’s and other critical feedback, a final product design was defined. The first step was identifying the objectives, which are those requirements specifically related to the aesthetics and functions of the product. Considering that the campaign focuses on taking care of people’s health and the environment, the product was designed to be ecof riendly, efficient and sustainable. Therefore, the characteristics of the design are: the possibility that the packaging can work as the product itself, an attractive appearance according to Lékué products, and made of an environmentally conscious material. The next step was to consider a lightweight version of the product to make it simpler and more practical.
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Final Product Proposal After thinking and designing different concepts of the product, the final product idea was to conceptualize an innovative kit packaging for Lékué, to support the campaign and add value to the communication strategy. This kit is named PlantIt, and aligns perfectly with the core values that drive every new product decision at Lékué. The products of this brand provide people easy and practical solutions in the kitchen. Thus, this kit pursues the same design and functionality, and helps people grow their food in reduced or indoor spaces in a more practical and easier way. The kit, which is made of Platinium Silicone, combines seven products into one purchase. The items included are: a pot, a gardening label, a seed package, soil, a water vessel, a plant rake and a shovel. Each tool contains relevant instructions with steps. All these items have the same aesthetics as other Lékué products. For example: the pot has a shape that is similar to that of an existing product, but was modified to be able to cover plant needs, such as the height and drainage holes to prevent an excess of water from causing the plants to rot. This product is not only environmentally friendly, but it also creates an emotional user experience while the person is using it. Information on urban farming and the campaign is placed inside the product, and also a QR code so users can connect more easily with the app. It is also going to be limited edition to create an interest in loyal customers and also to draw new customers to the brand. Considering that the campaign lasts only six months, the product will also be on the market for a similar amount of time. The PlantIt Kit will be sold in the same locations that other Lékué products are sold.
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The Future of Food is Here. PLANT IT
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The App The idea of GrowIt was to create an app that people will like to use for taking care of their plants, while keeping in mind the core purpose, to grow their own food plants, so they could have fresher and more natural food in a more accesible way. The mission was to develop a mobile app which would serve as a content rich tool to help people take care of their plants more efficiently. The app provides user with all necessary measures and doses of the exact amount of water, fertilizer and air needed according to the plant’s needs. The app connects via QR code with the PlantIt Kit, and makes it easier for users to plant food in their home, while being able to learn more about urban farming, and enjoying the benefits of it. On the other hand, this app also creates a different network or community for Lékué as a brand. The features of the app are described below. The main feature of the app is that it provides the user with information about the growing process and necessities of each plant, using the tools provided in the kit. It contains specific information for each type of plant regarding temperature, fertilizers, soil type, and the amount of sun and water needed, as each plant has different requirements. Considering that this app registers users through Facebook, another feature is a space where users can see their friend’s gardens. Each user has a virtual view of its own garden and crops, and can share it with his or her friends. This allows the exchange of food between users, creating a different community than the one Lékué has at the moment. This benefits Lékué, not in the selling of other products, but in raising brand awareness and expanding its network of people. Another feature is that it offers the option to subscribe to several workshops around Barcelona organized by Lékué, where every workshop will teach a basic skill of urban gardening. Considering this, it also has a calendar for the users to keep up to date with when and where the workshops are taking place. The app also offers information about food truck events (provided by BcnMes webpage) in Barcelona where Lékué will have a food truck, selling food provided by the urban gardens where the workshops take place. The truck will also show the consumers how Lékué products work while preparing some dishes, and have the kit on display with some fullygrown plants ready to harvest. These activities, such as dates and locations of farmers markets, free entrance to conventions about urban farming or organic cooking or environmental topics, will help people with a common interest meet and interact with each other while learning and sharing experiences. In addition, this app also provides the users a map of Barcelona where urban gardens are located. There are already 15 urban gardens supported by Barcelona City Hall and about ’30 organizations that have developed 42 projects for 19 spaces, four of which have been declared void, and will examine whether projects can be located well valued without sun,’’ explained the City Council. Lékué can use this app as a powerful tool to engage current users and potential customers in a more personal way, rather than a simple Like or Follow in other social network sites. Considering this, the brand impression will be more deeper and personal. On the other hand the brand can also use this strategy to increase brand awareness.
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The App Iconography
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The App Color Palette
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The Web Page The idea of creating a web page is not only to support the campaign, but also to explain the product and the app. The web is going to provide information about urban farming, and news or invitations to events or activities related to urban farming. The product's main features are described, as well as its benefits. On the other hand, it also provides users with the information about what features the app contains, and how easy it is to use it.
This web page will be created with Adobe Muse. (scrolling)
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Workshops The workshops will take place in several urban gardens around Barcelona. These gardens are sustained by the City Hall of Barcelona and are also a collaborative program with the Area of Environment. This program aims to incorporate environmental improvement activities through the cultivation of vegetables following the principles of organic farming, in which every fifteen days, people will gather to learn about home gardening. These workshops will teach people of different ages the basic principles of organic horticulture applied to a home garden. The activities, such as workshops, farmers markets, conventions, or organic cooking, are called ShareIt, considering that Lékué is not only gathering people to share experiences in the kitchen but also in growing their food together. Examples of some of the workshop's ics: • Space and conditioning. • Location and orientation, adaptation and distribution, basic infrastructure (fences, structures for climbing plants, culture vessels, preparation • Farmland: characteristics of good land in organic farming, preparation of a recent crop, fertilizer products. • Organization planting: planting annual calendar, compatibility between species, crop rotation and association, light requirements, specific considerations • Planting seeds: we prepare our own campus. • The health of the garden: prevention strategies pests and diseases. basic natural phytosanitary treatments. • Know the main properties of a natural fertilizer and vermicompost and use measuring instruments moisture, pH etc.. Urban food production reduces food waste and enhances urban biodiversity. A quantity of the food produced during the workshops, that is not consumed, will go to the Lékué food truck stand, so Lékué can be able to cook with organic food in a more accessible and economic way. This will reduce food waste, support the campaign, and reaffirm with users Lékué’s main brand values.
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S o c i a l M e d i a P r o m o v i n g Wo r s k o p s a n d rest of the Campaign
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S o c i a l M e d i a P r o m o v i n g Wo r s k o p s a n d rest of the Campaign
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Organic Food Truck Stand Food trucks are everywhere in Barcelona. The new trend is becoming very popular, and there’s no opena ir event where they are not present. Food trucks are regulars in markets like Palo Alto, Van Van Market, or Eat Street. Although there’s not a specific law to cover them yet, they are considered by the administration as a complementary activity that is only allowed in specific cases, like fairs and events. It’s something that will have to be regulated soon, as they are getting so big that local bars and restaurants are complaining. Each truck specializes in a certain kind of food or product and sometimes uses organic or ecological products, and this is where the idea of placing a Lékué organic food stand could become popular. This will help Lékué to become part of this community or society, where healthy eating is more than a trend, and people who attend to these activities often share similar interests in food, and where they could also share Lékué experiences as well. This food stand will sell organic food cooked or prepared with Lékué’s products while people can enjoy learning how easy, practical and fun they are. The stand will only be open in these food truck activities during weekends. Some of the foods prepared would be Some ideas for the Lékué EatIt food truck would be: Pasta with different sauces and herbs; this will allow users to see how the Pasta Maker, and the Herb Stick work. Another one could be rice with chicken or fish, made with the Rice Maker and the Steam Case, as well as rice and vegetables for people that do not want or like to eat meat. Sushi would also be included in the menu, as Lékué has a Sushi Kit that helps people make sushi in a very fast and easy way. In addition, the food truck could also sell hamburgers as the brand also sells the Burger Kit. These foods and several others could be combined to offer people different tastes, and at the same time, showing the users the functionalities and benefits of each product. The strategy of the food truck EatIt is to design a truck with certain characteristics that supports the campaign and generates brand awareness. The idea is that Lékué places its truck in events, such as Palo Alto Market, Van Van, or Eat Street, and prepare and cook different food with its own products for consumers to be able to learn how easy and fast it is to cook with Lékué’s products. In addition, the kit will be placed in display with different plants, that are ready to harvest, so people can have a taste of fresh food, and at the same time, influence people to buy Lékué. Some mockups of how the Lékué EatIt truck would look like are shown at the right, and a very similar example of a picture of a truck is included in the next page.
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General Aspects of the Project
General Conclusion
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General Conclusion As discussed before, due to increase of population, a more sustainable agriculture such as urban farming, is a way forward for those who want to build sustainable cities of the future. A strategic alliance between urban farming and Lékué is an opportunity that would benefit both. Some of the benefits Lékué would obtain are: being the first thing people think of when considering urban farming, enforcing the brand image that they have, and create brand awareness. Urban farming would also benefit from this campaign because it would raise people’s interest of how to grow food in cities. As a result of the research done in the other sections of this project, the conclusion is that concerns about health has never been as important as it is today, and is heavily influencing people’s consciousness about their food choices. Nowadays, people are better educated, and are eager to embrace the idea of healthy cooking and eating. Lékué provides people with the possibility of following a healthy diet, and with products that make cooking or preparing meals easier and more practical. On the other hand, studies have shown that foods produced by industrial agriculture contain chemicals that are harmful to the environment and people’s health. Considering this, organic foods and alternative food production methods, such as urban farming, are gaining popularity and are becoming social trends, and are an important way to improve people’s health and communities. Making organic food more accessible to people by supporting urban farming is a powerful tool that Lékué can use to improve its brand’s image, increase its popularity and expand its network by becoming a more social brand. This campaign is designed to help Lékué gain a distinct place in the market, to be able to differentiate from competitors, and to achieve a strong connection with urban farming and organic food in the users mind. The main idea is that if Lékué can design kitchenware to help people prepare and cook meals easier, it could also launch a product that can help people grow organic, healthy and fresh foods at home. This will enforce Lékué core business, which was founded to focus on helping people eat healthy in an easier way and it will help its strategic planning. Lékué is reducing the risk of investing in new products or campaigns that won’t work by creating this strategic alliance with urban farming, because it may become into a way forward for those who want to build healthy and sustainable cities for the future. This will also improve the way the brand communicates with its users.
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Discussion The development of this product and campaign needs to be discussed considering the general design process, the requirement specifications, the methods that were carried out, and some aspects that were discarded due to the lack of abilities in designing a product. The way that the design process was carried out allowed giving solutions at the same time that the problem was being studied. This means that the problem was analyzed, finally obtaining the idea of urban farming as the main solution. A study conducted on the current available tools for growing food in urban areas lead to the comparison of other Lékué products for its simple and complex functionality. This approach originated from the values of the brand, which are mainly help people live better, healthier and eat more natural foods. Almost all requirements of the brief were accomplished, except the possibility of Lékué designing a product different to kitchenware. Lékué agreed that urban farming was a powerful tool for the brand, but in the last meeting, they wanted an idea that would help them generate more sales of their existing products using urban farming as a tool. This lead to the idea of an app containing information and possibilities for people to learn more about urban farming, focused more on brand awareness and improving the brand image instead of improving its existing products sales. Several methods were used in the development of this project. Brain storming was the best starting point for this project, since in the first phase, the main idea was to start guiding Lékué to become a Lovemark. For a brand to be able to become a Lovemark, it is a long process where the brand needs to start creating more brand awareness and better brand image, and improve its relationship with existent or possible users. Considering this, the strategic alliance between Lékué and urban farming is a way to start the process. The selection of the material for this kit was based on the material that Lékué uses in its products, which is Platinium Silicone, a material normally used in different products such as kitchenware. Moreover it is an environmental friendly material because it can be recycled. Due to its high resistance to degradation and how useful it is, recycling is the only way to decrease its growth as waste product. The product is entirely made of 7 Platinium Silicone plastic parts, but it combines them into one single purchase. The app was created to connect via QR coding with the Lékué Kit, and make it easier for users to plant food at their home, while being able to learn more about urban farming, and enjoying the benefits of it. On the other hand, this also supported the campaign, including the workshop activities and the food truck idea.
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Bibliography David H.Pink (2005) A Whole New Mind: Moving from the Information Age to the Conceptual Age, USA, Riverheads Antonio Damasio (1995) Descartes’ Error: Emotion, Reason, and the Human Brain, UK, Harper Perennial Marc Gobe (2010) Emotional Branding: The New Paradigm for Connecting Brands to People, Allworths Press Donald A. Norman (2005) Emotional Design, The Perseus Books Group Dan Hill (2007) Emotionomics, Beavers Pond Al Rie and Jack Trout (2000) Positioning, McGraw-Hill Education Sara Diez (2005) Communication Techniques, Ideaspropias Editorial Gee Thomson (2009) The Spells that Control Us: Why We are Losing Our Minds to Global Culture, Why Not Associates Kevin Roberts (2005) Lovemarks, Power House Books Kevin Roberts (2006) The Lovemarks Effect, PowerHouse Books Brian Sheehan (2015) Loveworks, PowerHouse Books Jay Conrad (2015) Guerrilla Marketing, Berkeley Extension Division Gavin Lucas (2011) Guerrilla Advertising 2: More Unconventional Brand Communications, Laurance King Gavin Lucas (2014) Guerrilla Advertising: Unconventional Brand Communications, Laurance King Mario Pricken (2008) Creative Advertising: Ideas and Techniques from the World ’s Best Campaigns, Thames and Hudson Ltd Simon Veskner (2010) How to Make It as an Advertising Creative, Laurance King Andersen, (1990). Core indicators of nutritional state for diff icult-to-sample populations, The Journal of Nutrition, Bailkey, M. (2004) Bringing urban planners and urban agriculture together. Brown, K., & Jameton, A. (2000). Public health implications of urban agriculture, Journal of Public Health Policy
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References Lékué, N.D (2016) from http://www.lekue.com/es Series Nemo, N.D (2015) from http://www.seriesnemo.com/ Understanding Buyer Psychology, Ray Collis (May 14, 2013) from http://customerthink.com/ understanding_buyer_ psychology/ Lékué Enterprise, Sara Cusidó (May 27, 2014) from https://prezi.com/1nimugb_5tzk/lekue-enterprise/ http://www.byourself.es/2014/04/201-lekue.html http://www.presston.com/feedback/art.asp?id=244 http://es.slideshare.net/IA_Zappos/lovemarks-presentation http://digiday.com/agencies/traditional-advertising-dying-thats-just-fine/ http://www.cateconomica.com/Articulo/Xavier-Costa-revolucionando-las-cocinas-del-mundo http://ecommerce-news.es/casos-practicos/buscando-el-efecto-wow-en-ecommerce-31148.html# http://www.senseimarketing.com/emotional-and-logical-connections-in-the-purchase-decision-process/ http://cincodias.com/cincodias/2011/08/08/empresas/1312810788_850215.html http://www.spainbusiness.com/icex/cda/controller/pageGen/0,3346,1549487_6844866_6845007_4437515_4437444,00.html http://bear.warrington.ufl.edu/CENTERS/MKS/invited/BRANDS%20AND%20BRANDING. pdf https://www.b2bmarketing.net/resources/blog/how-build-brand-awareness-using-social-media http://www.spainbusiness.com/icex/cda/controller/pagewGen/0,3346,1549487_6844866_6845007_4437515_4437444,00.html http://ecommerce-news.es/casos-practicos/buscando-el-efecto-wow-en-ecommerce-31148.html# http://www.investeurope.eu/about-private-equity/private-equity-in-action/case-studies/l%C3%A9ku%C3%A9/ http://cincodias.com/cincodias/2011/08/08/empresas/1312810788_850215.html http://blog.euromonitor.com/2014/07/has-the-time-finally-come-for-silicone-in-homewares.html ikea http://customerthink.com/ikea_branded_experience_important/ https://mujikea.wordpress.com/2014/11/26/emotion-branding-ikea-and-you-starting-something-new/ http://creativity-online.com/work/ikea-cooking-is-caring/45383 http://www.ccsenet.org/journal/index.php/ibr/article/viewFile/41897/23341 http://www.40defiebre.com/que-es-el-inbound-marketing-y-para-que-lo-necesitas/ http://popupbackpacker.com/freezer-bag-cooking/ ttp://www.dandad.org /en/best-branded-content-marketing /
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References http://www.cateconomica.com/Articulo/Xavier-Costa-revolucionando-las-cocinas-del-mundo http://ecommerce-news.es/casos-practicos/buscando-el-efecto-wow-en-ecommerce-31148. html# http://cincodias.com/cincodias/2011/08/08/empresas/1312810788_850215.html http://www.spainbusiness.com/icex/cda/controller/pagGen/0,3346,1549487_6844866_6845007_4437515_4437444,00.html http://ecommerce-news.es/casos-practicos/buscando-el-efecto-wow-en-ecommerce-31148. html# http://bear.warrington.ufl.edu/CENTERS/MKS/invited/BRANDS%20AND%20BRANDING.pdf http://www.dailymail.co.uk/sciencetech/article-2 https://innprojects.files.wordpress.com/2014/05/grup1_practica3_innovationcapital_lekue_artero_bercero_fopiani_ gilabert_ripoll_.pdf http://diariodesign.com/2014/01/chocofondue-joan-rojeski-crea-un-nuevo-y-goloso-producto-para-lekue/ https://innprojects.files.wordpress.com/2014/05/grup1_practica3_innovationcapital_lekue_ artero_bercero_fopiani_ gilabert_ripoll_.pdf http://cincodias.com/cincodias/2011/08/08/empresas/1312810788_850215.html http://blog.euromonitor.com/2014/07/has-the-time-finally-come-for-silicone-in-homewares.html http://customerthink.com/ikea_branded_experience_important/ https://mujikea.wordpress.com/2014/11/26/emotion-branding-ikea-and-you-starting-something-new/ http://creativity-online.com/work/ikea-cooking-is-caring/45383 http://www.ccsenet.org/journal/index.php/ibr/article/viewFile/41897/23341 http://www.40defiebre.com/que-es/branded-content/ http://www.40defiebre.com/que-es-el-inbound-marketing-y-para-que-lo-necesitas/ http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1567729/pdf/envhper00419-0223.pdf https://www.apha.org/policies-and-advocacy/public-health-policy-statements/policy-database/2014/07/29/12/34/toward-a-healthy-sustainable-food-system http://www.nytimes.com/2009/08/02/magazine/02cooking-t.html?_r=0 http://www.dailymail.co.uk/news/article-2590578/Cant-cook-wont-cook-Britain-Amounttime-spent-cooking-UK-HALVED-1980s-people-survive-diet-sandwiches.html http://www.ucsusa.org/food_and_agriculture/our-failing-food-system/industrial-agriculture/ hidden-costs-of-industrial.html#.VwQEQhOLTUo http://www.fao.org/fileadmin/templates/wsfs/docs/expert_paper/How_to_Feed_the_World_ in_2050.pdf
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References http://en.sorbentproducts.com/web/SiteBuilder/SPCEurISBv1r0.nsf/FLV/FAQ+Why+does+polypropylene+float+and+repel+water https://innprojects.files.wordpress.com/2014/05/grup1_practica3_innovationcapital_lekue_artero_bercero_fopiani_ gilabert_ripoll_.pdf http://diariodesign.com/2014/01/chocofondue-joan-rojeski-crea-un-nuevo-y-goloso-producto-para-lekue/ https://innprojects.files.wordpress.com/2014/05/grup1_practica3_innovationcapital_lekue_ artero_bercero_fopiani_ gilabert_ripoll_.pdf http://thinkcanadaorganic.ca/ http://www.mysoodesign.com/#!food-for-us/q6zg4 https://www.behance.net/gallery/2431953/Organic-Food-Ad-Campaign https://www.behance.net/gallery/36180163/Spring-Haircut-2016 http://www.beginningfarmers.org/urban-farming/ citified : http://www.joe.org/joe/2014december/iw3.php seeding the city : http://www.changelabsolutions.org/sites/default/files/Urban_Ag_SeedingTheCity_FINAL_(CLS_20120530)_20111021_0.pdf http://www.marketing-schools.org/consumer-psychology/marketing-organic-products.html https://www.behance.net/gallery/8134451/LA-BLEDA https://www.behance.net/gallery/34912731/Beri https://www.behance.net/gallery/34023854/Bee-Bar-e-ristorante-veg http://live-barcelona.oibarcelona.com/en/food-on-wheels-food-trucks-in-barcelona/ http://inhabitat.com/growups-aquaponic-urban-farm-produces-sustainable-fish-and-vegetables-in-a-recycled-shipping-container/ http://growup.org.uk/ https://www.behance.net/gallery/25860981/NEXT-2015 https://www.behance.net/gallery/13535747/BUSY-BEES-BACHELOR-THESIS http://worldpackagingdesign.com/blog/2015/7/24/andrea-mangone-urban-oasis http://static1.squarespace.com/static/50f99a6fe4b06871e9f27fc2/t/55b2140de4b0ae96c5539735/1437733903114/?format=750w http://anakhachatrian.com/sprout.html http://www.mediapost.com/publications/article/124077/triscuit-helps-grow-home-farming-movement.html http://www.urbanfarming.org/supporters-triscuit.html https://innprojects.files.wordpress.com/2014/05/grup1_practica3_innovationcapital_lekue_ artero_bercero_fopiani_ gilabert_ripoll_.pdf
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References http://www.creativeguerrillamarketing.com/guerrilla-marketing/the-80-best-guerilla-marketing-ideas-ive-ever-seen/ guerrilla https://www.b2bmarketing.net/resources/blog/how-build-brand-awareness-using-social-media http://www.dailymail.co.uk/sciencetech/article-2074799/Attitude-fitness-food-engrained-childhood.html http://www.dailymail.co.uk/sciencetech/article-2074799/Attitude-fitness-food-engrained-childhood.html https://innprojects.files.wordpress.com/2014/05/grup1_practica3_innovationcapital_lekue_artero_bercero_fopiani_ gilabert_ripoll_.pdf http://diariodesign.com/2014/01/chocofondue-joan-rojeski-crea-un-nuevo-y-goloso-producto-para-lekue/ https://innprojects.files.wordpress.com/2014/05/grup1_practica3_innovationcapital_lekue_ artero_bercero_fopiani_ gilabert_ripoll_.pdf http://www.ucsusa.org/our-work/food-agriculture/our-failing-food-system/industrial-agriculture#.VwO8KxOLTUo.. http://www.ucsusa.org/food_and_agriculture/our-failing-foodsystem/industrial-agriculture/hidden-costs-of-industrial.html#.VwO8zBOLTUo http://www.conceptkitchen2025.com/future-scenarios.html http://www.medicaldaily.com/future-healthy-eating-generation-z-more-likely-eat-fresh-home-cooked-meals-282524 http://ageconsearch.umn.edu/bitstream/57661/2/Annunziata.pdf http://www.theguardian.com/lifeandstyle/2015/feb/21/a-feast-of-engineering-whats-reallyin-your-food https://corporatewatch.org/content/whats-wrong-supermarkets-3-encouraging-industrial-agriculture http://ecowatch.com/2015/05/06/urban-farms-revolutionizing-food/ http://www.nationalgeographic.com/foodfeatures/feeding-9-billion/ http://www.urbanfarming.org/supporters-coca-cola.html http://www.urbact.eu/sites/default/files/media/gastronomic_cities_baseline_study_final. pdgastronomy https://www.franchisehelp.com/industry-reports/fast-casual-industry-report/ http://www.creativeguerrillamarketing.com/guerrilla-marketing/the-80-best-guerilla-marketing-ideas-ive-ever-seen/ guerrilla https://www.b2bmarketing.net/resources/blog/how-build-brand-awareness-using-social-media http://www.dailymail.co.uk/sciencetech/article-2074799/Attitude-fitness-food-engrained-childhood.html http://www.dailymail.co.uk/sciencetech/article-2074799/Attitude-fitness-food-engrained-childhood.html https://innprojects.files.wordpress.com/2014/05/grup1_practica3_innovationcapital_lekue_
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