If you love Chinese food, you’d love Wowzabox. It offers authentic,

restaurant-quality food prepared by Chinese chefs and delivered to your door.

All you have to do is bring it together at home.

 

Wowzabox were doing well, but wanted to scale up. The brand was inconsistent, sometimes calling themselves just Wowza. There was no real explanation of what the brand offering was, with no real narrative platform.

 

I read a case study years ago about the launch of an American cake mix brand.

It came as a powder; you simply added water and popped it in the oven.

It was a sure-fire winner, yet it wasn’t. Following intensive research and focus groups, they realised what the problem was: lack of input from the cook!

They felt like cheats. So, they altered the recipe, which now required the cook to add an egg, problem solved, huge success.

 

I therefore encouraged the client to embrace the fact that the customer had a

part to play.

 

Hence, the clear positioning of:  PREP BY US.  MADE BY YOU.

 

I even got to produce a proper TV ad—not online content, but a TV ad

featuring the client himself!