Valess

“In addition to physical availability, it is also important that your brand ends up on the mental shortlist of your audience. Music does this very well, because it is very strongly attached to emotions.”

Sanne Geurtjens, Brand Manager Valess NL

Why did Valess decide to develop an audio identity?

More and more consumers are finding their way to the meat substitute shelf, but we are of course not the only player in this area. So in addition to physical availability, it is also important that you end up on the mental shortlist of your target group. Music is very suitable for this, because it is very strongly attached to emotions. And with our ambitious goals in mind, now was a good time to build a distinctive audio asset.

And how would you describe the sound of Valess?

Valess is the entry-level brand within the category. Optimistic, accessible and social. Our tune reflects that. A cheerful and danceable disco beat with a catchy (and tasty) melody, combined with warm strings and acoustic guitar. In this way, the music emphasises both the cosiness of a meal together and the pleasure you have while preparing it. You will definitely be swinging in the kitchen when you hear this!

What are your plans with your new musical identity?

In the first place, we will start using the tune and sound logo extensively across all of our content, because repetition is of course key when building a brand asset. The music has been part of our TV and radio campaigns for a while now and the response has been positive. But we also looked for an objective basis. For that, TAMBR tested the track on our brand values ​​and it immediately scored a lot better than the music we used before. In addition, 1/3 of the listeners already linked the new music to our brand. A solid foundation to build on!