ARMED WITH GOURMET RECIPES, innovative production techniques, and an unflagging commitment to TASTE and NUTRITION, Luvo aimed for nothing short of a food REVOLUTION. Tether worked with the upstart brand from the ground up, helping it go from start-up to a FORCE to be reckoned with.
THE REVOLUTION WILL BE MICROWAVED
Armed with gourmet recipes, innovative production techniques, and an unflagging commitment to taste and nutrition, Luvo had nothing short of a food revolution on its mind when it launched. And though other healthier brands had gotten a toehold in the frozen category, consumers still needed a lot of convincing that a frozen entrée could be genuinely delicious and good for you. The brand also had plans to grow the brand beyond the frozen aisle of grocery stores—airlines and airports, college and corporate campuses, and any space you wouldn’t expect to find healthful, delicious food.
IT’S MORE THAN A BRAND. IT’S AN ETHOS.
From the start, the approach was to create not just a brand story, but an outlook on life and an industry-busting commitment to better health and sustainability. This led us to present Luvo as more of a lifestyle brand than your standard CPG, with emphasis on expert ambassadors, high-profile sampling events, a magazine-format website, and messaging around nutritious ingredients and holistic wellness.
WHIPPING UP A BRAND FROM SCRATCH
We took up the charge from the brand’s inception, starting with brand story, identity and naming (loosely translated from Latin, Luvo means to assist, aid, or help). We quickly expanded from there into every area of marketing and advertising you can imagine—a family of package designs, print collateral, website and mobile, eblasts, trade show exhibits, café and kiosk experiences, video, print and radio advertising, even a food truck. Working together, we took an upstart idea and helped it explode across the country and shake up an industry.
The ficus tree that AMAZON planted.