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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, Longlisted, 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.
Kerry Group (Food)
Euromonitor Profiles, November 2012
This Company Profile from Euromonitor provides key details and analysis of Kerry Group (Ingredients & Flavours).
This Company Profile from Euromonitor provides key details and analysis of Kerry Group (Ingredients & Flavours). Included is a strategic evaluation with key facts about the Irish 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.
Knorr: 321 recipe application - nutrition hub
Direct Marketing Association - US, Bronze, ECHO Awards, 2012
Knorr, Unilever's stock and seasoning brand, needed to change consumer perceptions of its Knorr Stockpot range in China where it was regarded as a quick, convenient but not very healthy addition to meals.
Knorr, Unilever's stock and seasoning brand, needed to change consumer perceptions of its Knorr Stockpot range in China where it was regarded as a quick, convenient but not very healthy addition to meals. It targeted an audience of mothers aged 35 to 40 who were devoted homemakers and concerned about their children. This audience spent a lot of time online so Knorr created a one-stop recipe and nutrition application to position the brand as a smart cooking solution that would help the audience to be better moms. Engagement was boosted with online videos and branded entertainment, such as pop-up books for kids. The campaign gained Knorr 9m users, 20m video views, and the Knorr 321 Recipe Application become the number one food app on Baidu and Weibo.
Hellmann's: 1800 SANDWICH
Direct Marketing Association - US, Bronze, ECHO Awards, 2012
Hellmann's mayonnaise had noted an evolution in the US marketplace and needed to retain the loyalty of older women while at the same time appealing to a growing younger demographic.
Hellmann's mayonnaise had noted an evolution in the US marketplace and needed to retain the loyalty of older women while at the same time appealing to a growing younger demographic. The brand's new strategy was to position the product in an unexpected and unconventional context: it created a sandwich delivery service, 1-800sandwich, and launched it for Valentine's Day. This was tested on the island of Manhattan, New York, where postcards and posters invited a select group of 1,800 women to place their orders online to send sandwiches, made with Hellmann's, to their man on Valentine's Day. The campaign reached 59% of the targeted women and will be launched nationally in 2013.
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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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