Welcoming Millennials
into an artful tradition

Work: Voice
Category: Specialty foods
Services provided: Voice principles; verbal identity; style guide

When Columbus wanted to bring Millennials into its world of craft charcuterie, my team saw an opportunity for brand voice to pique interest and trial.

Tapping into Columbus’ artisanal pride and Millennial passion for discovery, we used voice to create a casual environment for learning and experimentation.

How we did it
…

Light educational overviews initiate “newbies” to the world of charcuterie.

Stimulating content gets budding foodies and culinary hosts in conversation with the brand and each other. Enticing names, and sensory recipes coax folks to dabble in exciting flavor profiles and create occasions to share their discoveries.

Columbus has successfully connected with Millennials, largely thanks to its voice strategy.

In a category where competitors rarely engage audiences beyond origin stories, our voice made Columbus uniquely relevant to Millennials, and one of a kind in its space.