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Marketing food: Quorn's new appeal
Chris Wragg and Tony Regan, Admap, November 2012, pp. 32-33
Meat substitute Quorn is an established brand with huge untapped potential. It had previously enjoyed heavy consumption from a small, but loyal group of vegetarians but this was not enough to drive brand growth.
Meat substitute Quorn is an established brand with huge untapped potential. It had previously enjoyed heavy consumption from a small, but loyal group of vegetarians but this was not enough to drive brand growth. The aim was to take it from a ranking of 35 in UK food brands with a turnover of £129 million, to a top 10 brand with a retail sales value of £300 million. The Quorn team took inspiration from the work of Professor Byron Sharp at the Ehrenberg-Bass Institute, which has shown that brands grow by appealing to the maximum number of category consumers. With this in mind, Quorn repositioned itself as a healthier alternative to meat and undertook a major brand identity programme.
Jeyes Bloo Acticlean: A fresh Bloo challenge
Jayne Hazlewood and Marcus Willox, Admap, June 2012, pp. 18-19
Jeyes Bloo, the toilet cleaner and disinfectant range, relaunched its Bloo Acticlean in-cistern product in the UK.
Jeyes Bloo, the toilet cleaner and disinfectant range, relaunched its Bloo Acticlean in-cistern product in the UK. While still a sizeable category, the 'in-cistern' cleaner sector was declining in household penetration terms and under threat form more innovative toilet cleaning products. Bloo's mission was to drive the category from a 20% decline back into growth. Research was commissioned through Tangible to discover the motivations that drive purchasing in the sector. From the research, Jeyes identified 'three pillars of freshness' which were used to reposition the brand. Working closely with its media partners, the brand decided to spread its TV spend over 67 weeks. The campaign reversed Bloo Acticlean's position versus own label, while maintaining its significant branded price premium.
How Sainsbury’s promoted value to thrive in the retail downturn
Craig Mawdsley and Tom Roach, Admap, July/August 2009, Issue 507, pp. 14-17
This paper describes the "Feed your family for a fiver" campaign from UK supermarket chain Sainsbury's, which sought to redress high-price perceptions and grow sales during recession.
This paper describes the "Feed your family for a fiver" campaign from UK supermarket chain Sainsbury's, which sought to redress high-price perceptions and grow sales during recession. Research found that the downturn had affected shoppers' habits in a number of ways, such as cutting budgets, trying cheaper stores and brands and seeking out promotions. They had also become less experimental in their cooking habits, meaning that the retailer's long-running "Try something new today" campaign launched in 2005 needed revision. The new communications proposition told people they could feed their family for under £5 at Sainsbury’s, and was backed up by a range of 30 family meals. Promotional support included in-store tip cards and point-of-sale activity, together with magazine and TV advertsing (the latter featuring celebrity chef Jamie Oliver, the "face" of Sainsbury's since 2000). Tracking studies showed that recognition for the TV campaign built to 80% (the highest ever for a Jamie Oliver commercial) and a shift in customer perception of Sainsbury’s offering "value for money". All ingredients featured in the meal ideas also saw strong sales uplifts.
Passion branding - how one of Hungary’s leading supermarket chains launched an own-label brand using the power of sports celebrity to help drive sales
Sponsorship Works, 2007, pp. 177-180
In August 2006, SPAR Hungary, part of the SPAR multi-national supermarket chain, prepared to launch its own-label bio-food range 'Natur Pur'.
In August 2006, SPAR Hungary, part of the SPAR multi-national supermarket chain, prepared to launch its own-label bio-food range 'Natur Pur'. The brand aimed to be 'natural, healthy and pure', and to appeal to health-conscious women. As a result, it wanted to associate the range with a sport that directly appealed to women. It approached Szabina Tápai, the 20-year-old star of Cornexi-Alcoa-HSB Holding, a highly successful and popular women's handball team, as a brand ambassador, while also linking up with her team. As well as connecting with fans and consumers on an emotional level, the programme also enabled SPAR Hungary to enter a product category outside of the way it would normally do things, while also successfully transcending cultural, linguistic and geographical barriers within its chosen market and customer segments.
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