Project Details
Name
Sector
Project Request
Kassed Karim
Fresh Poultry & Meat Exhibition
Branding strategy and identity for laziz new brand
Kassed Karim, Egypt’s first poultry and meat exhibition, had built its reputation as a volume-driven, mass-market player.
To break into a higher-value audience, the company launched Laziz — a sub-brand designed to elevate chicken from a basic commodity to a symbol of smart, unique living.
THE CHALLENGE
Kassed Karim’s brand perception was tied to affordability and lower social classes. While effective for mass reach, this positioning limited growth into aspirational households
Insight
By nature, chickens look ugly! In markets and refrigerators, they appear plain, unappealing, and undifferentiated. That visual “ugliness” prevents chicken from being seen as desirable, aspirational, or premium product especially if communicated through a lower audience poultry brand.
The breakthrough: if chickens look ugly by default, then Laziz must redefine their appearance and character — turning chickens into unique, cool, and stylish creatures that mirror the uniqueness of their consumers.
Core USP
“Premium Freshness & Cleanliness.”
Laziz communicates that its chickens are wisely chosen, carefully cleaned, well-treated, and freshly sold — offering a premium quality experience that transforms an ordinary purchase into a smart lifestyle decision.
STRATEGIC SOLUTION
We reshaped the idea of chicken from “ugly necessity” into “a cool, smart symbol of uniqueness.”
- Leveraged Freud’s “Ego” principle: food choices as self-expression of alter Egoism.
- Concept: “Laziz is not just a chicken — it’s a unique creature made for unique people.”
- Built a playful personality that gave chicken an identity, style, and attitude.
CAMPAIGN ROLLOUT
- Branding: Bold, cartoon-like chickens with sunglasses and personality — flipping ugliness into character.
- Packaging: Eye-catching and modern — making chicken packs look attractive in fridges.
- Communication: “Who is Lazeez? … It’s cool.” and “Laziz-smart!” positioned Laziz as the smart, stylish alternative.
360° Campaign: Social media storytelling, in-store activations, and playful visuals that reframed chicken from bland to branded
Return on Investment
- Successfully differentiated Laziz from its parent brand, creating aspirational appeal.
- Changed consumer perception: chicken as a “cool choice,” not an ordinary necessity.
Sparked buzz and memorability with its bold, playful tonality and vibrant branding colors!