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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.
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.
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.
McCain Foods Canada: It's All Good
Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2013
McCain, a frozen food brand, repositioned its business in Canada with its 'McCain It's all good' initiative.
McCain, a frozen food brand, repositioned its business in Canada with its 'McCain It's all good' initiative. The aim was to emphasise the real ingredients of McCain products, in order to reflect the societal shift away from processed food. To achieve this, the brand owner employed TV and print ads, PR, new packaging, a new website, and internal communications highlighting the repositioning. McCain brands achieved solid sales growth following the campaign, as well as uplifts on several brand metrics.
Maple Leaf Foods: Natural Selections
Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2013
With consumption of processed sliced meats declining at 1% a year, market leader Maple Leaf Foods decided to address Canadian consumers' health worries about the category with the country's first 'all-natural' product.
With consumption of processed sliced meats declining at 1% a year, market leader Maple Leaf Foods decided to address Canadian consumers' health worries about the category with the country's first 'all-natural' product. Using the expertise of its 500 accredited butchers to provide reassurance about the new product, a series of TV advertisements featured mothers as gatekeepers, only letting their children eat products with simple, natural ingredients. The Natural Selections brand succeeded in growing the category and increasing purchase frequency, despite being more expensive than the base Maple Leaf brand.
Come a casa: Dinnertime
Integrated Marketing Communications Council Europe, Silver, IMC European Awards 2012
Come a Casa, a Belgian ready-meals brand specialising in pasta and pizza, aimed to increase awareness and raise various brand metrics with this campaign.
Come a Casa, a Belgian ready-meals brand specialising in pasta and pizza, aimed to increase awareness and raise various brand metrics with this campaign. The target audience was families with children aged over 12. Digital media were primarily employed: display ads, content pages and emails. The ads encouraged parents to comeacasa.be and record their very own TV commercial with their webcam. Next, they could choose a TV channel and broadcasting time for their personal commercial to be broadcast. Some of these requests were then granted, with the ads going on TV. Within two weeks, over 1,500 TV commercials were uploaded, and Come a Casa's brand awareness improved.
McCain: It's All Good
Andrew Wright and David Bain, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2012
This case describes a campaign for McCain, the oven chip (fries) brand, to counter claims that its products were unhealthy and contributed to obesity.
This case describes a campaign for McCain, the oven chip (fries) brand, to counter claims that its products were unhealthy and contributed to obesity. The solution was to promote the fact that McCain was healthier and more trustworthy than other chips or convenience food with the message, 'It's all good'. This was communicated via a multi-media campaign including TV, OOH and sponsorship. 'It's all good' also became a business idea for the company, underpinning new products, packaging, employee engagement and corporate affairs. The campaign generated incremental profit worth up to £263.2m with a ROMI of £3.28.
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