[Vegetarian. Single. Lives between her rented apartment (with flatmates) and her mom's apartment. Freelance PR agent.]
The Smell of Pies
We have an annual tradition of throwing a Maslenitsa party. It feels very home-like, nice, bonding. Everybody brings the different fillings for the bliny (pancakes). The dough is made in advance. Everybody enjoys the process of cooking and the atmosphere.
Honestly it feels like a matinee in the kindergarten. Even strangers felt like family members at that party. I don't eat pastry, pies and bliny but I enjoyed the atmosphere very much.
Opportunity: Communicate butter as the inherent component of bonding food theme parties.
Good Food
I used to date a boy who was a chef and I learnt a lot from him. We would buy all the premium ingredients from Azbuka Vkusa and have cooking nights. He would tell me about the combination of the sour and the bitter, the sweet and the spicy and all that stuff. I learnt from him that when all the receptors are activated that is when the real satisfaction comes.
Food is like a drug. It is the easiest way to get high and to fight depression.
My Mom and Butter
My Mom sticks butter everywhere. She cooks with mayonnaise, butter, layers of everything. She likes doing this layered casseroles with potato. It's all very heavy. But she avoids frying on butter because it is bad for health.
She shops spontaneously. She will buy 3 kilos of apples on promotion just because they were on promotion. But nobody eats them in the family.
Me and Shopping
I try to shop with a list all the time. I don't follow impulses in the store. My meal roaster is very limited now: buckwheat, rice, hummus... Hummus is my life! I can eat only hummus all my life. It is light, it spreads like soft cheese, it is not fat.
My mom knows it's futile to try to force some food on me. I can't even imagine myself right now as a good housewife. All my boyfriends run away because I don't know how to cook all those family things - bortsch, cous-cous, chak-chak... I have a friend who is married and keeps digging out all these recipes to please her man. These girls are really passionate about cooking.
In restaurants I am not sophisticated as well. I order Caesar Salad and Philadelphia rolls.
Restaurants
But I love going to restaurants. In Russia we have a few places that are similar to all those little cafes in Berlin. It always smells good inside them, it smells like different spices. Those cafes in Berlin are so varied and so unpretentious - you can't help but enjoy your time there. They have lots of soul.
In Moscow we miss the good human attitude.
In Berlin they have these regular open markets/fairs where someone is preparing food in big cauldrons. You eat that soup and you feel bonded with people around you.
Open markets in Russia are a scary place to be in general. Even premium supermarkets can literally stink sometimes. You don't feel like spending time there.
Opportunity: again food lovers shows themselves as people perceiving the world with all their senses. Impacting all their senses is sure-fire way to drive Sensuality for the brand that will make it a Lovemark eventually.
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