Tartex

Tartex is a brand with a 70-year-long history and has been successfully selling traditional vegetarian products since day one.

Over the years the portfolio evolved and developed to suit the market trends, yet the brand felt stuck in the past. With vegetarianism and flexitarianism on the rise, Tartex approached us in 2020 to revolutionise the brand and breathe some new life into the category.

We saw the opportunity for them to lay claim to Abendbrot – literally “evening bread”, a simple German meal tradition of open sandwiches – and wrapped the brand around it. Tartex loves Abendbrot, we claimed, and you cannot have one without the other.

This idea was the basis for our pack redesign, launch campaign and overall brand positioning work, which appeared on shelves in Germany in July 2021.

"When we started to work with big fish on Tartex, the brand needed a rejuvenation to get ready for the increasing number of people interested in eating more veggies and less meat. The professional approach of big fish, starting the work by reviewing the briefing in several sessions– agency and client together – and aligning on an agreed understanding of where we want to land with the brand, was very inspiring for us and at the same time eye opening thanks to so many fruitful discussions on the brand with this fantastic agency team. The new positioning and the new brand design and brand activation led the brand to a significant growth of 67%* driven by increasing rotation and distribution. (*value growth vs previous year, MAT August 2021) "

Julia Gärtner, Senior Brand Manager

before big fish®

after big fish®

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