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Meat & Livestock Australia: Lambnesia - A 9 year old idea smashes all sales results records
Christina Aventi, Sarah Hood and Andy Ford, The Communications Council, Bronze, Australian Effie Awards, 2013
This case study describes a new angle to an old campaign adopted by Meat & Livestock Australia, a producer-owned organisation promoting meat.
This case study describes a new angle to an old campaign adopted by Meat & Livestock Australia, a producer-owned organisation promoting meat. A long running campaign featured the character 'Sam', a now famous 'lambassador', whose entertainment value had begun to threaten sales. The new twist leveraged Sam's fame whilst reminding people to eat lamb. The campaign involved setting up an accident where Sam began to suffer 'lambnesia'. Subsequent ads followed Sam remembering his Australian identity (and love of lamb). Lamb sales surpassed all expectations, increasing for the 9th successive year and beating the target by 51%. Moreover, the campaign enforced the association that Lamb was the national meat on Australia Day.
Taiwanese rice: "Rice Up" to turnaround Taiwanese rice consumption
Marion McDonald and Sonia Sun, Warc Prize for Asian Strategy, Entrant, 2012
Taiwanese people are eating less rice as their prosperity grows. To reverse this trend, the client launched this campaign, which tackled popular conceptions about rice: that it is not trendy and fattening.
Taiwanese people are eating less rice as their prosperity grows. To reverse this trend, the client launched this campaign, which tackled popular conceptions about rice: that it is not trendy and fattening. Ads showcased rice as a cool dining-out option, and as a smart diet food as it makes you feel full. Media channels used included TV, online content via partnerships with Yahoo and dining website Ipeen, and PR. As a result of this campaign, rice consumption per person increased by 2% per person annually in 2011.
Heinz - It has to be Heinz: maintaining leadership in uncertain times
Lucy Howard and Jane Dorsett, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards 2010
The first quarter of 2009 saw Heinz losing share to ‘own label’ brands in all core categories, with previous loyalists favouring cheaper alternatives.
The first quarter of 2009 saw Heinz losing share to ‘own label’ brands in all core categories, with previous loyalists favouring cheaper alternatives. To address this a new umbrella communications idea that ‘There are moments for us all when only Heinz will do’ was born across the portfolio of premium products. The ‘It Has To Be Heinz’ campaign strengthened relationships with core customers, connecting consumers with the real value of Heinz by reawakening the emotional rewards that the Heinz product experience evokes. This campaign resulted in Heinz becoming the fastest growing of the ‘Top 10 manufacturers’; delivering over £12m in incremental revenue, with £1.87 in profit returned for every £1 invested'.
Love Irish Food: Makes all the difference
Institute of Advertising Practitioners in Ireland, Bronze, AdFx Awards, 2010
The recession in the Irish Republic meant retailers were replacing Irish brands with cheaper imported brands or by reducing the shelf space given to Irish goods.
The recession in the Irish Republic meant retailers were replacing Irish brands with cheaper imported brands or by reducing the shelf space given to Irish goods. This led industry groups to set up the non-profit organisation, Love Irish Food, to promote Irish food and drink brands to Irish consumers. The group wanted to create a public awareness campaign that would clearly signpost which brands were Irish and demonstrate the positive consequences of buying Irish brands in the hope of increasing sales volumes for these brands. The core target audience of the campaign was females, aged 25-44, drawn from the upper to middle social class categories. The campaign idea was to ask the target consumer to put one more Irish food or drink brand in her shopping baskets at every shop. This was summarised by the campaign line 'One More Makes All The Difference.' The campaign strategy centred on a 30-second animated TV commercial, with subsequent promotion across press, in-store, direct mail, online, TV sponsorship, radio and outdoor channels. The campaign led to an increase of purchase consideration of Irish brands by consumers from 22% and 40%.
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