Biology:Elovena
Elovena Muru Kaurajauhis is a ready-cooked vegetable protein product produced by the Raisio Group, made from Elovena full grain oats grown on Finnish fields, oat bran, water, salt and potato and pea protein.[1][2][3][4][5]
Marketing and advertising
Elovena won the Porridge of the year 2011 award at the Lahti Harvest Festival in October 2011.[6]
According to Taloustutkimus, Elovena has been one of the most popular food brands in Finland.[7] Elovena was also one of the three most responsible brands according to the Sustainable Brand Index survey conducted of Finnish consumers.[8]
In 2013 Elovena received the annual Brand Setter of the Year from the Finnish Advertising Union. Every year, the Brand Setter of the Year award is given to a member company of the Finnish Advertising Union, which has been exemplary in its marketing. According to the Finnish Advertising Union, Elovena is a brand that depicts Finnishness in a traditional way. Finns most prominently associate the Elovena brand with images of health, trustworthiness and naturalness. According to the panel, familiar, easily recognisable elements of the Elovena brand include the logo as well as colours and themes appearing in the marketing and packaging, such as the Elovena girl and bundles of oats. The appearance has been upgraded throughout the years.[9]
In a renovation in 2017, the grain field was removed from the background of the Elovena girl. The sickle in the girl's hand had already been removed. Different outfits were tested in 2017, but three quarters of Finns thought the national costume was the only right outfit for the Elovena girl.[10] The entire brand underwent a renovation in 2020, when the traditional Finnish costume was removed. This renovation was done by the brand agency Bond Agency. The reason for the renovation was better compliance to international use. The Raisio Group attempted to improve their international sales of oats.[11][12]
References
- ↑ Vihdoinkin kasviproteiini, joka maistuu kaikille , Muru. Accessed on 1 November 2018.
- ↑ Vilen, Janica: Vegaaneille hyviä uutisia Raisiosta: Elovena Muru Kaurajauhis on nyt lanseerattu, Turun Seutusanomat 30 August 2018. Accessed on 1 November 2018.
- ↑ Raisio pyrkii kauralla jauhelihamarkkinoille, Turun Sanomat. Accessed on 1 November 2018.
- ↑ Elovena Muru Kaurajauhis on Raision uusin innovaatio, Raisio. Accessed on 2 November 2018.
- ↑ Muru Kaurajauhis , Elovena. Accessed on 2 November 2018.
- ↑ Vuoden 2011 puuro tulee Raisiosta, Etelä-Suomen Sanomat 1 October 2011. Accessed on 6 April 2014.
- ↑ Elovena muutti peltipurkkiin, Markkinointi & Mainonta. Accessed on 25 January 2017.
- ↑ Valio, S-market ja Elovena on suomalaisten mielissä vastuullisimmat brändit, Turun Sanomat 24 March 2020. Accessed on 30 April 2020.
- ↑ Vuoden Brändinrakentaja on Elovena, Markkinointi & Mainonta. Accessed on 31 July 2015.
- ↑ Paljakka, Eeva: Tiedätkö. mistä Elovena on saanut nimensä?, Iltalehti. Accessed on 15 January 2020.
- ↑ Elovena-tyttö luopuu jo 95 vuotta käyttämästään kansallispuvusta ja alkaa edustaa myös ulkomailla, Kauppalehti 15 January 2020. Accessed on 24 June 2022.
- ↑ "Elovena-tyttö luopuu kansallispuvusta – alkaa edustaa myös ulkomailla". 29 August 2023. https://www.kauppalehti.fi/uutiset/kl/499b6a65-611e-40a0-acc4-5567d47f9bc0.
External links
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