| Trama | Knives that are always ready! Context Carnival, the most important Bolivian celebration, arrives in February. This celebration is not only accompanied by music and drinks, but also with a lot of meat. Beef Club is a local store that sells different cuts of vacuum-sealed meat along with everything needed to make a barbecue. It is found only in Santa Cruz, a city which accounts for 33.7% of the national annual meat consumption, making it the most carnivorous city in the country. Problem Most of the time, even the best knives at home are not sharp enough, and when it is time to barbecue, none of them cut well. Also, finding the stone or metal sharpener is always a challenge. Idea An element that has become increasingly important when making a barbecue is the apron. Beef Club was inspired by this and, together with a leather-worker, developed the first Sharpening Apron – a handmade innovation that includes a main pocket that, when opened, contains a large sheet of sandpaper to sharpen knives easily, quickly and stylishly. Kramer, from Empíricos Bolivia is a well-known Foodie influencer who is an expert in meat and accepted the challenge of trying the Sharpening Apron by doing what he knows best: a good barbecue. Execution We put the Sharpening Apron on sale at Beef Club stores in Santa Cruz so that the cuts of meat are perfect and the barbecues as well during this new edition of the 2024 Carnival. |