Elevating The Everyday
The Challenge
Despite being one of the world’s largest designers and sellers of stainless steel and silver cutlery and tableware, Oneida was yet to make a significant impact in the UK. Refinery was tasked with developing an ownable proposition, strategy and social-first launch campaign to elevate its presence and drive deeper consideration to purchase in the UK. We needed to establish the brand in the UK market as the choice for both style and quality.
The Idea
Bring More to the Table allowed us to authentically elevate Oneida’s playful personality and strengthen its visual identity. From our overarching brand message, we created social pillars that aligned with our thinking - “Timeless Classic”, “Elevate and Inspire” and “Experience”, each focusing on a key attribute of Oneida’s cutlery. Over a three-day shoot, we captured a range of content including artistic product shots, a range of aspirational and everyday tablescapes inspired by tableware trends and Oneida’s cutlery in use.
The Execution
Firstly, we established a clear brand strategy including carefully crafted purpose, vision & values along with a unique brand positioning statement and persona, to steer a clear direction for the brand. Using our distinctive look and feel, we captured content over a three-day shoot for our chosen social pillars which allowed the brand owners to go to market with a suite of assets for social, Youtube, POS and RDP.
