A leading maker of commercial refrigerators in the US, True Refrigeration wants to develop in Europe. But what strategy should it adopt, given that refrigerators are viewed as a “consumable” with no real added value?
Refrigeration as VIP care
The idea is to make food safety a brand value, through a message: refrigeration is just as essential as cooking. The refrigerator thus becomes the finest of vaults.
Food products are assets under high protection. Video demonstration.
… but also a poster campaign!