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Knorr: No.1 Recipe App
Ally Pong and Dephin Lim, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes how Knorr, Unilever's savoury food brand, launched a mobile app in Taiwan with recipes featuring its products.
This case study describes how Knorr, Unilever's savoury food brand, launched a mobile app in Taiwan with recipes featuring its products. Knorr already had a strong brand presence and market share in Taiwan, but wanted to enhance its reputation and maintain its lead. Based on the insight that consumers wanted fast cooking solutions in addition to variety and taste, Knorr developed an app which allowed consumers to access recipes which were quick, easy, and used their products. It gained the top recipe app download spot, and generated brand engagement and preference.
An appetite for convenience: Why consumers in emerging markets are buying 'faster food'
Virginia Garavaglia, Warc Exclusive, May 2013
This paper outlines how convenience foods and western convenience food culture is starting to take a foothold in emerging and developing economies around the world.
This paper outlines how convenience foods and western convenience food culture is starting to take a foothold in emerging and developing economies around the world. As consumers in these countries become wealthier, local and global brands are responding with products that make preparing and eating food faster and simpler – but without sacrificing important cultural traditions or compromising on taste or freshness. Examples of different brands and markets are discussed, including the popularity of powdered drinks, which range from milk flavourings to fruit juices. Innovation in products, marketing and packaging plays a key part in growing these convenience food brands, as manufacturers adapt to changing consumer needs and habits in different territories. The paper sees an opportunity for brands to introduce new products into emerging markets into categories that are currently under-developed, such as ready-made ingredients and ready meals.
KRAFT Macaroni & Cheese: Sabemos que te va a encantar (We know you're going to love it)
Effie Worldwide, Gold, North America Effies 2013
This test campaign saw Kraft's Macaroni & Cheese pre-prepared food brand target less acculturated US Hispanic consumers with its first dedicated communications to this audience in six years.
This test campaign saw Kraft's Macaroni & Cheese pre-prepared food brand target less acculturated US Hispanic consumers with its first dedicated communications to this audience in six years. In the interim period, sales had in fact been falling among this group. The objective was to reach Hispanics through in-language communications and prove the effectiveness of these efforts in four Hispanic-designated Walmart stores (Dallas, Houston, Phoenix and Los Angeles). The brand had to counter perceptions of being 'foreign food' and contrary to the Hispanic tradition of preparing food from scratch. The research-driven campaign idea – 'It will make you more happy, not less Latino' – played out across TV, radio, online and print. Sales within the test stores increased 4%, representing a 39% ROI (above the Hispanic TV industry average of 29%).
Stove Top Stuffing Mix: It's not just for Thanksgiving
Effie Worldwide, Silver, North America Effies 2013
Stove Top Stuffing, a US stuffing mix brand, needed to grow sales in a shrinking category by breaking away from its close association with the annual Thanksgiving celebration and general holiday season.
Stove Top Stuffing, a US stuffing mix brand, needed to grow sales in a shrinking category by breaking away from its close association with the annual Thanksgiving celebration and general holiday season. The resulting 'It's not just for Thanksgiving' campaign persuaded US mothers to buy Stove Top as a tasty side dish for family meals at other times of the year. The creative execution featured the 'Angry Pilgrims', a group of traditionalists who were outraged at the idea of Stove Top being eaten at any meal other than Thanksgiving. The campaign featured in three test markets (Chicago, Detroit and Philadelphia), using TV ads, integration into morning TV shows, online video, social media and experiential elements. Sales outside of the holiday period witnessed a double-digit increase.
Ball Park: Reinventing An Iconic Brand
Effie Worldwide, Silver, North America Effies 2013
Ball Park, an iconic US hot dog brand, sought to reverse a multi-year decline in share and sales and regain leadership by repositioning itself away from being a family food to focusing on being a food for men.
Ball Park, an iconic US hot dog brand, sought to reverse a multi-year decline in share and sales and regain leadership by repositioning itself away from being a family food to focusing on being a food for men. The challenge was to shift the brand's appeal to this new target but, at the same time, retain appeal to female shoppers who would be the main purchasers. The campaign positioned Ball Park as 'guy food for guy time': rather than try to understand men, Ball Park was something that women could buy their husbands, sons or boyfriends and know that it would be something they would enjoy. The media strategy was to place slightly masculine (but more tongue-in-cheek) messaging in female-skewed media, to engage the brand's shopper (women) but not alienate its consumer (men). It included a mix of TV, print, social media and shopper engagement supplemented with PR activity, in-store support and sampling programs. Brand awareness increased from 50% to 54%, and loyalty and purchase intent scores reached a five-year peak – as did Ball Park's volume and value market share, returning the brand to market leadership within the hot dog category.
Kraft Foods (Food)
Euromonitor Profiles, April 2013
This Company Profile from Euromonitor provides key details and analysis of Kraft Foods, the owner of brands such as Philadelphia, Milka, Cadbury's Dairy Milk and Oreo.
This Company Profile from Euromonitor provides key details and analysis of Kraft Foods, the owner of brands such as Philadelphia, Milka, Cadbury's Dairy Milk and Oreo. Included is a strategic evaluation with key facts about the U.S. company, competitive positioning against comparative brands, and assessment of its position in the food market. Brand opportunities and strategy are identified and recommendations for the future offered.
To innovate, less is more
Phil Sutcliffe, Admap, April 2013, pp. 10-12
The typical model for innovation is that a company will launch many products in the hope that some of them will stick and become a success.
The typical model for innovation is that a company will launch many products in the hope that some of them will stick and become a success. This article argues that brands should focus on identifying a smaller number of ideas that don't even have to be ground-breaking. The key is to identify and develop products that are at least better than the choices that consumers already have, so that they can command a price premium. McCain Ready Baked Jackets was the most successful launch of 2012 and is used as a great example of an innovation that brings a new benefit to address an unmet or under-met need. As well as identifying the unmet or under-met need, a brand also needs to identify the concepts that are most likely to bring incremental growth. Using data from Kantar Worldpanel, the article shows how to be more successful when driving innovation.
Campbell's Soup: Looking "outside the can" to build a culture of innovation
Geoffrey Precourt, Event Reports, 4A's Transformation, March 2013
In this article, Denise Morrison, CEO of Campbell's Soup, discusses how the company built a new culture of innovation.
In this article, Denise Morrison, CEO of Campbell's Soup, discusses how the company built a new culture of innovation. This required "thinking outside the can", most specifically in the form of attempting to more closely understand the wants and needs of consumers. This was especially the case among millennials, an audience with vastly different tastes and needs than regular Campbell's customers. In response, the organisation made innovation much more of a process and less of a hobby, and also openly embraced the freedom to fail.
Design Business Association, Gold, Design Effectiveness Awards 2013
Symington's, a branded licensing partner, planned to take advantage of the increased popularity of noodle bars in the UK to launch an authentic ramen noodle soup brand into the dry soup category.
Symington's, a branded licensing partner, planned to take advantage of the increased popularity of noodle bars in the UK to launch an authentic ramen noodle soup brand into the dry soup category. The product came from Asia but was rebranded and repackaged with contemporary, fun styling to appeal to young female professionals in the UK. Total investment in the new brand was returned within seven weeks and from profit within 15 weeks.
Design Business Association, Silver, Design Effectiveness Awards 2013
Amy’s Kitchen, the largest natural frozen food brand in the US needed to relaunch its vegetarian and natural food products in the UK, to appeal to the UK mass consumer and mainstream supermarkets.
Amy’s Kitchen, the largest natural frozen food brand in the US needed to relaunch its vegetarian and natural food products in the UK, to appeal to the UK mass consumer and mainstream supermarkets. It also faced the challenge of defining its premium price points in the frozen aisle. More stand out packaging was designed which focussed on the brand story, emphasising the brand's passion for natural, quality ingredients. The redesign reintroduced the word 'Kitchen' to the packaging and emphasised the hand-made nature of the products. Family images and product stories were included on each pack adding an authentic feel. On-pack story encouraged off-pack engagement via social media. Health claims and recommendations added to the premium credibility and adopting vibrant colours achieved stand out in the freezer aisle. Within 6 months of the redesign, underlying growth increased 153% YoY and overall sales turnover increased by 92% YoY 2010/11. Amy's Kitchen products were re-listed in Sainsbury’s and listed in Asda and Tesco.
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