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Kissan Ketchup: Kissanpur - Where tomato ketchup grew tomato farmers
Anagha Ingle and Baljeet Singh, Warc Prize for Asian Strategy, Shortlisted, 2013
This case study describes a campaign in which Kissan, the Indian ketchup brand, reinforced its message of using real tomatoes by helping consumers to grow tomato plants.
This case study describes a campaign in which Kissan, the Indian ketchup brand, reinforced its message of using real tomatoes by helping consumers to grow tomato plants. Kissan targeted urbanised consumers whose children are largely limited to indoor games and virtual worlds. 'Kissanpur' was about helping kids and mums grow their own tomato plants at home: consumers were inspired to become tomato farmers when 2.5 million households received tomato seeds. For the three months it takes to grow a tomato plant, consumer interest was sustained through print advertorials, radio, digital engagement, social media and PR releases. A contest kept kids motivated, where the top 100 growers would receive personalised ketchup bottles. The campaign resulted in brand growth of 31% in value and 23% in volume.
Abba Food Middagsklart: Kids' Kitchen
Cannes Creative Lions, Creative Effectiveness Lions, 2013
This campaign promoted a new sauce range from Abba Seafood, a Swedish fish products company. It was targeted at time-pressed parents who perceived cooking fish for dinner as complicated and stressful.
This campaign promoted a new sauce range from Abba Seafood, a Swedish fish products company. It was targeted at time-pressed parents who perceived cooking fish for dinner as complicated and stressful. So the central campaign idea was children opening their own fish restaurants and using the sauces - the message being that Abba Seafood’s new fish sauces make cooking fish so easy, even kids can do it. All of the four Kids' Kitchen restaurants opened were fully booked, and PR support meant that the campaign's total reach was 6.3 million (against an overall Swedish population of 9.3 million).
Maggi: New Idols of Maggi Cooking
Giuberto Giustina, Warc Prize for Innovation, Entrant, 2013
Maggi, the Nestlé-owned brand, wanted to increase purchase frequency and penetration and also to take share from Knorr, its rival in the Brazilian stock preparation category.
Maggi, the Nestlé-owned brand, wanted to increase purchase frequency and penetration and also to take share from Knorr, its rival in the Brazilian stock preparation category. This case study describes how Maggi launched its first liquid broth campaign in Brazil with a football-themed contest, "New Idols of Maggi Cooking", encouraging consumers to interact via Facebook, direct response television and magazines. The core element of the campaign consisted of a commercial that invited viewers to vote on its ending and compete for prizes. As evidence of its success, this case study cites increases in sales and Facebook fans and likes.
Hellmann's Real Food Movement
Effie Worldwide, Bronze, North America Effies 2013
Hellmann's, a mayonnaise brand, leveraged US consumers' current desire for more real, less-processed foods in order to grow sales and overtake its main competitor.
Hellmann's, a mayonnaise brand, leveraged US consumers' current desire for more real, less-processed foods in order to grow sales and overtake its main competitor. Pre-campaign, Hellmann's faced a widespread reputation of being 'junk in a jar'; so campaign creative emphasised that the mayonnaise is made with real ingredients: eggs, oil and vinegar. This was dramatised via the Real Food Movement, a campaign platform including TV, online and outdoor ads, as well as events and PR activity. Over the last five years, Hellmann's has seen yearly sales increases of between six and 15%.
Kissanpur: When tomato ketchup grew tomato farmers
Anagha Ingle and Baljeet Singh, Warc Prize for Innovation, Shortlisted, 2013
Commoditization within the Indian tomato ketchup category was causing Hindustan Unilever's brand, Kissan, to lose relevance among consumers.
Commoditization within the Indian tomato ketchup category was causing Hindustan Unilever's brand, Kissan, to lose relevance among consumers. This case study describes how Kissan launched its claim to be “made from 100% real tomatoes” to create differentiation and drive brand preference. Some 2.5 million households received tomato seeds sampled on the front page of a leading publication. A shared learning environment was created across 55 schools where over 25,000 children planted tomatoes and enjoyed field trips to tomato farms. For the three months it takes to grow a tomato plant, consumer interest was sustained through print advertorials, radio, digital engagement, social media and PR releases. This case study describes how the initiative resulted in mass engagement and increases in brand sales value and consumption.
Nestlé SA (Food - Confectionery, Ice Cream and Condiments)
Euromonitor Profiles, April 2013
This Company Profile from Euromonitor is the third part of three, providing key details and analysis of Nestlé SA in the confectionery, ice cream and condiments sector.
This Company Profile from Euromonitor is the third part of three, providing key details and analysis of Nestlé SA in the confectionery, ice cream and condiments sector. Included is a strategic evaluation with key facts about the Swiss 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.
Heinz conducts consumer research at speed in China
Geoffrey Precourt, Event Reports, ARF Re:think, March 2013
Heinz, the food group, is pursuing a research model in China based around the mantra, "Listen. Work.
Heinz, the food group, is pursuing a research model in China based around the mantra, "Listen. Work. Speed." These principles result from the fact that the market is developing at an extremely rapid pace, so insights that were true a year ago are no longer valid. Conducting on-going consumer research is thus one priority. Making products highly relevant and deciding whether to target consumer clusters, demographic tiers or specific cities are among the other choices marketers have to make.
Using response surface methodology to optimise factors in conjoint experiments
Rubén Huertas-Garcia, Juan Carlos Gázquez-Abad, Francisco J. Martínez-López and Irene Esteban-Millat, International Journal of Market Research, Vol. 55, No. 2, 2013, pp. 267-288
Identifying relevant attributes or variables is the first objective of conjoint analysis in market research.
Identifying relevant attributes or variables is the first objective of conjoint analysis in market research. As a result of technological development, today it is common for researchers to use sequential experimental methods for adjusting design factors in successive phases. In particular, in the field of consumer behaviour these models are used predominantly for assessing subjective perceptions relating to the attributes of different products with high sensorial components (e.g. food, drinks and personal care products). This paper illustrates the use of response surface methodology in conjoint experiments, allowing sequential research in which the evaluation of a choice set determines the weight of factors in the next choice set and continues until the optimum combination is achieved. To this end we have carried out a computer simulation to determine the optimal combination of ingredients for a sauce. The simulation shows that the model needs only a few steps to reach the optimal combination of ingredients. This result indicates that response surface methodology can be considered a useful tool in the field of market research and, in particular, in studies on consumer behaviour.
Buckwud Canadian Maple Syrup
Design Business Association, Gold, Design Effectiveness Awards 2013
Wellness Foods produced maple syrup for both themselves, four variants under the Rowse brand, and for the majority of private label in the UK.
Wellness Foods produced maple syrup for both themselves, four variants under the Rowse brand, and for the majority of private label in the UK. However, private label was outselling Rowse and effectively cannabalising sales. Additionally, Rowse had undergone a shift in positioning to highlight its expertise in honey, and selling maple syrup contradicted this. The solution was to create Buckwud, a separate brand for a single variant of maple syrup. To highlight the purity and authenticity of the Buckwud syrup, the design and brand description drew on Canadian heritage and the traditional methods of drawing syrup from the tree. Within four months of the launch of Buckwud, value sales grew 14.9% and market share for pure maple syrup increased by 7.6% versus the same period the year before.
Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2013
Hellmann's mayonnaise, a Unilever-owned brand, fought against negative health perceptions on the part of Canadian consumers with this campaign.
Hellmann's mayonnaise, a Unilever-owned brand, fought against negative health perceptions on the part of Canadian consumers with this campaign. The mayonnaise was presented as real food with natural ingredients - not the "junk in a jar" it was often seen as. The Real Food Movement was a multi-year effort, incorporating several local, community-based initiatives to highlight the brand's authenticity. Other media employed included long-form online video and the brand's Facebook page. A subsequent iteration of the campaign - Hellmann's Real Food Grant Program - made over $100,000 available to individuals and organisations that help families and kids connect with real food, and was promoted with an integrated ad campaign. Since the launch of the Real Food Movement in 2007, Hellmann's volume sales have grown consistently each year.
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Sauces, seasonings, condiments
Bread, cake, biscuits
Dairy products, fats, oils
Fast food, takeaway outlets
Food industry, market
Fruit and vegetables
Meat, poultry, fish
Savoury snacks, potato chips
Laws and ethics
Food advertising, diet and obesity
Food and drink marketing to children
Food, diet and obesity
Supermarkets and grocery stores
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