Welcoming Millennials
into an artful tradition

Work: Voice
Category: Gourmet food
Services provided: Voice principles, verbal identity, style guide

As it neared its 100th anniversary, Columbus was keen to
invite Millennials into its world of craft charcuterie. A brassy, San Franciscan brand, my team saw an opportunity to use Voice as a way to pique interest and trial.

By marrying Columbus’ pursuit of craft with Millennial passion for discovery we were able to tap the interest among “newbies” eager to casually delight in culture and flavors of charcuterie. And by marrying a bit of sass with earnest education we created a fun, modern, and trusted experience.

In a category where competitors rarely engage audiences, or stick to origin stories if they do, this voice strategy went a long way toward making Columbus uniquely relevant to Millennials, and one of a kind in its category.

How we did it
…

Educational 101 overviews and tutorials to give the uninitiated
entrée into an authentic world of charcuterie.

Conversational messaging and sensorial names appeal to the budding foodies and culinary hosts within and create occasion for trial.

Lightly provocative statements coax audiences into conversation with the brand and each other. They create low-key experiences that are sensory, instructive, and socially rewarding, leaving people wanting more.

Our stubborn pursuit of craft is why we had to invent our own Italian dry salami.

Can a salami be dark and stormy? Or cold brewed?
Let’s find out!”

Get a handle on your –ola’s –satta’s and shutto’s at
our next tasting!

Discover the intricacies of slicing, smoking, jerking and curing– layer by layer.

Gather ‘round– it’s kind of a group thing.

Noshers only. No nibblers.

Columbus has successfully connected with Millennials, in great part thanks to a voice strategy that has authentically enticed a whole new generation into its world of craft meats.