Orchestrating Culinary Excellence: A B2B Gastronomy Case Study

/ CONTEXT & CHALLENGE

Imagine a 150-year legacy, a savoir-faire passed down through generations, and a passion for excellence deeply ingrained. This is the story of Rougié, an international leader in foie gras, renowned for the quality of its products and the breadth of its offering, from duck and goose to seafood. A trusted brand and a benchmark for chefs, Rougié enjoys a positive image thanks to a strong distribution network. However, facing a rapidly changing market and multiple crises, the brand, while effective, lacked the boldness and modernity needed to capture the attention of a new generation of chefs and consolidate its leadership. 

/ SOLUTION

CBA orchestrated a complete brand overhaul, centered around the Big Idea “We Innovate, You Imagine,” to strengthen Rougié’s leadership among gastronomy professionals. This powerful idea resonates like a tuning fork, acting as a bridge between Rougié’s historical expertise and the creative audacity of chefs. We focused the creative process around a memorable brand experience, celebrating Rougié’s long-standing emotional connection with its customers and partners. 

The objective? To build an authentic, contemporary, and enduring brand expression. 

“We innovate, You imagine” : the tuning fork of excellence

This Big Idea guided all our design work, materializing in: 

• Brand platform and visual identity: A revitalized brand platform and a bold visual identity modernized Rougié’s image, enhancing its heritage and expressing its unique DNA. 
• Portfolio architecture and refined packaging: A reorganization of the brand’s portfolio and an elegant and effective packaging design that reflects the exceptional quality of Rougié products, optimizing ease of use and reinforcing brand memorability. 
• 360° communication strategy: A sincere storytelling approach, targeted engagement on social media, and a redesigned website optimized for performance and lead generation amplified Rougié’s message across all touchpoints, creating a cohesive and immersive brand experience. 

“150 Years of Culinary Imagination” : A signature event

To celebrate Rougié’s 150 years of excellence, CBA conceived an exceptional 360° brand activation, drawing on the central theme of the Big Idea. 

The program included: 

• Highlighting chef & producer duos: We showcased the symbiosis between Rougié and its partners through exclusive collaborations, embodying the connection between terroir and the plate. 
• Immersive experiences and masterclasses: Engaging content, filmed encounters at the heart of the production processes, and captivating masterclasses at SIRHA maximized the event’s impact and reach. 
• Brand book and institutional film: A brand book and an institutional film anchored Rougié’s heritage in the collective imagination, contributing to the construction of a brand that transcends eras. 

/ RESULTS

Rougié’s new identity is radiant. Its premium image has been enhanced, generating strong interest among professionals and strengthening the valuable bonds that unite the brand with key players in the gastronomy sector.  

Photo credits © Caroline Faccioli