Brief: To create promotional material and awareness for the Wüsthof fish fillet knife.
Idea / Implementation: We designed a recipe journal and placed it around the “cooking/food” sections in selected bookstores as well as sending out to potential customers as a promotion. The book has a removable jacket designed to look like the scales of a fish. By sliding this outer jacket, the user can see a raw meat emerging from underneath the cover, a perfect illustration of a Wüsthof fillet knife gently removing a fillet from a fish.
Results: We sent these journals to potential customers and also made it available in selected bookstores. Although it was designed for promotional purposes, it had added value as a niche retail find. The unique design created a buzz for bookstore shoppers who requested pricing information to purchase the journal. It created significant traffic to the website and word-of-mouth added PR value.