Develey, one of Europe’s largest condiment giants, had a bulletproof European legacy but zero presence in the Turkish market. Entering a country with deeply rooted, highly competitive local taste preferences requires more than a standard rollout. We won the pitch and engineered the entire strategic foundation for their market emergence, transforming an international heavyweight into a locally calculated force.

Develey had 180 years of heritage, a broad product portfolio and strong European credentials. But in Türkiye, the sauce category was crowded, ketchup-led and visually repetitive. The task was to give the brand a clearer role in people’s everyday food moments.

We reframed the opportunity around discovery and pleasure. Instead of treating sauces as something added to fast food, we positioned Develey as a way to open up a richer world of food: from quick weekday meals to social snacks, salads, sandwiches and new recipes.

The strategic platform gave Develey a simple, ownable role: the trusted companion for flavour-led discoveries. It shifted the brand from functional condiment to adventurous food partner, helping people make familiar meals more interesting, more varied and more enjoyable.

We developed the pitch strategy, audience thinking, positioning platform and communication territories. We also worked closely with the creative team to translate the strategy into campaign ideas, product priorities and channel thinking.

The work gave Develey a sharper market-entry story for Türkiye and a more distinctive way to compete beyond ketchup and mayonnaise. The pitch was successful, winning the agency the account.