: The new image is being used to fuel international growth, positioning the brand as a healthy, vegan-friendly alternative to traditional kebab or burger chains.
This campaign introduced a fresh visual identity and a catchy new slogan/jingle: (or "Gene gene, Komagene" in Turkish). Below is a paper outline or briefing summary of this strategic shift. Brief: Komagene's "New Image" Strategic Shift Komagene Den Yeni Imaj Yeni
Komagene aimed to modernize its brand to keep up with changing consumer trends and digital landscapes. As a leader in the çiğ köfte (Turkish raw meatless patties) sector, the brand sought to pivot from a traditional street food image to a fresh, dynamic, and digital-first fast-food brand . 2. Core Campaign Components : The new image is being used to
: The relaunch coincided with the introduction of new menu items like the Oburgene (a çiğ köfte burger) and Tako (taco-style çiğ köfte) to appeal to younger, fusion-food-loving demographics. 3. Market Position & Success Brief: Komagene's "New Image" Strategic Shift Komagene aimed
: The "new image" includes a vibrant, playful color palette and a redesigned content strategy for social media that uses lifestyle photography, memes, and retargetable product films.
: The new phrase "Come Again, Komagene" was designed to encourage repeat visits and highlight the addictive nature of their healthy snacks.
To support the "new image," Komagene launched the Gene Gelsin mobile app , allowing customers to easily repeat orders and access exclusive campaigns through a modern UI.