Hame was going through a transition process and wanted to reposition their entire portfolio (pate, canned cooked food, canned fruits & vegetables) under the premium product umbrella Hame Select. Its main goals were to gain exposure and awareness as all its competitors were increasingly investing in communication and change a mainstream quality perception into a premium one thanks to its updated recipes. Our campaign focused on delivering an upgraded look & feel and a strong emotional benefit: how we always want something more Select. In our lifestyle, in our food. Hame Select becomes the brand that promises you high quality food, the one that you crave and immediately devour but can also use to create very appetite appeal driven content for your feed.