The challenge
Peneș Food isn’t just another fast-food restaurant. It’s a healthy and delicious alternative to classic beef, pork, or chicken dishes. With a menu based on top-quality turkey meat produced by Peneș Curcanul, Peneș Food aims to redefine the concept of fast food in Timișoara.
Peneș Food entered a highly dynamic and competitive market where there’s a perception that fast food is unhealthy and that chicken is superior to turkey. A healthy menu that customers can enjoy even after a workout isn’t enough to secure a place in consumers’ minds.
Strategy
We worked closely with the Peneș Food team to create a branding strategy that would break the stigma and attract a diverse audience – from health-conscious individuals to those simply seeking a quick and tasty meal.
The project’s objective was to position Peneș Food as a worthy competitor in the competitive healthy fast-food market in Timișoara. The branding strategy focused on educating consumers, especially Gen Z-ers about the benefits of turkey meat through creative, authentic, and approachable messaging, emphasizing the brand’s commitment to providing healthy and delicious options.
Gen Z is excited by food products that deliver an authentic, values-driven story and a unique taste through a visual and shareable experience that builds a genuine digital community.
Outcomes
A logo and an identity that inspire freshness
We refreshed the Peneș Food logo and identity, opting for a minimalist and modern design that conveys the idea of health and vitality. The chosen colors – vibrant shades of green, orange, and beige, complemented by white – reinforce this feeling of freshness and energy.
Messages that intrigue
We developed a series of messages that highlight the benefits of turkey meat and invite consumers to try Peneș Food products, tailored for a young audience. The slogan “Switch to Turkey (lg. ro. ”Treci pe curcan”)” and other messages were integrated into online and offline campaigns, on social media, in the mall, and through outdoor advertising.
Peneș Food is a prime example of the importance of authenticity in branding. Clear and honest messages that reflect the brand’s values build customer trust and loyalty, while a powerful and distinct personality creates faster connections with customers.
