Post on 02-Aug-2020
Australian Truss Tomatoes
COSTA GROUP, FLAVORITE & PERFECTION FRESH
‘VINE RIPENED. HAND PICKED. NEVER
BETTERED.'
Creative
Digital Placement
taste.com.au – sponsored gallery
Digital Placement
news.com.au
theage.com.au
smh.com.au
news sites Facebook & Instagram sponsored posts
Digital Placement
lovemysalad.com.au
Craig Perring
HORTICULTURE INNOVATION AUSTRALIA
The Success of ‘The Secret Serve’
The Marketing Challenge
Onions, are a very mature category, having plateaued
(consumption and production) over the last 10 years
In 2016 Hort. Innovation and Onions Australia set out
to return the onions category to growth.
The Insight
Onions are purchased regularly by the majority of
Australians. But in 2015, sales were declining slightly
across the broad range of age/family status of our
shoppers. When we data-mined, ‘Small Scale Families’ (1-
2kids aged 4-12yrs) were purchasing fewer, less often than
other groups, with no obvious reason why.
We needed to focus here to
arrest the declining trend
and future proof our sales.
Campaign Objectives
Bring ‘Small Scale Families’ consumption of onions into line with their general consumption of vegetables, increasing Australia’s total household consumption by 1%, or 2,400 tonnes:
o Increase share of total onions to over 10%;
o Increase average spend per occasion to $2 and weight of purchase to $5 (preference for bagged over loose onions);
o Increase frequency of purchase to 3 per month.
The ‘Small Scale Family’
• Parents 32-45yrs, of children aged 4-12yrs, both working.
• Mum is still the main grocery buyer and meal preparer in 94% of target households.
• Shopping habits changing from weekly shop to multi-day per week shop ‘quick grab for dinner’ with larger shop on weekend.
• Least disposable income of all family types
• Likely to only spend time together for one meal per day.
• Boys are more picky eaters and eat fewer veggies; 57% chance they don’t get the 4.5 servings of veggies per day they need.
The Tipping Point
Research shows, Children (4-12 years) are actually
predisposed to dislike the bitter flavour and crunchy texture
of onions.
Parents, reluctant to prepare separate meals simply stop
purchasing and eating onions – potentially for up to 8 years!
The Aim
Move the meal preparers, and ultimately 4-12 year old kids, along the acceptance path from a passive to an active state.
Increasing sales, productivity and profitability.
KIDSREJECTORS-UNAWARE EATERS-ACCEPTORS-REQUESTORS
(KIDS ACTIVATION)
MUMINDIFFERENCE-TRIAL-REPERTOIRE-ADVOCATE
(SHARE VIA WOM)
The ‘Secret Serve’ Snapshot
INSIGHT
Children 4-12 are predisposed to dislike the taste of raw onions. Their parents want to avoid making multiple meals, so when their kids decide they don’t like onions, the whole household stops eating them in family meals.
STRATEGY
Help parents prepare onions for their kids in ways that won’t be rejected, so the whole household can continue to enjoy onions at family meal times.
MESSAGE
Prepared right, onions are an easy way to give your kids an extra serve of veg.
CAMPAIGN
The secret serve
The Secret Serve Snapshot...
Brand Strategy: Pick your battles (a win in the kitchen)
Brand Promise: Prepared the right way, onions can become a reliable and hassle free serving of veg for your children’s mealtime
Reason to believe: the meals you enjoy are easy, and ensures your children get a serve of veggies without a struggle
Benefit: Well nourished kids without the nightly argument
Strategic Validation
“Prepared the right way, onions can become a reliable and hassle free serving of veg…”
A poll confirmed our insight - 96% agreed that with the right preparation, parents could serve onions to their children in ways that make it more likely the kids will enjoy them
Our strategy would be to equip parents with the knowledge and tools to serve onions to their kids:“Onions are a versatile, delicious, nutritious ‘secret serving’ of veg you can add to/hide in any meal. And they won’t even know it!”
Creative Campaign
National in-store collaboration to sample meals, receive a 7-day recipe mini-brochure and go online to find hints/tips/tricks and health info.
Using Key Influencers & Social Media
Busy mums are online 24/7 looking for inspiration and practical ways to fuel and manage their family.
We built a ‘Secret Serve Society’ engaging key influencers for further exposure, shared hints/tips/recipes through Instagram/Facebook from grass-roots nutritionists and mums-alike, to spread the word and get people thinking about and using onions more.
Results
An increase in Small Scale Familiespurchasing more onions, more often and in larger quantities; with the latter exceeding campaign goals by 300%!
Over 19,300 Facebook followers in a 2 month period and 49.3% of website traffic is returning “customers” showing strong recall and desire for our content.
Conversion rate of 35% average from sample to purchase in-store over from 994 in-store demos to date
Prompted recall of the campaign and message is consistently c.18% exceeding industry averages of 5%.
ROI of 4.64 to date!
Thank you
Spectrim – See it to believe itA snapshot of the marketing campaign
By: Matt Stillwell
Corporate Ken Marketing Mary Packhouse Pete Grower Gary
Target audience (Personas)
See it to believe it
Blogs Press releases Social media Newsletter
Call to actions
See it to believe it
Landing pages Behind the Scenes video
Tour a packhouse
Book a demo Contact me
Call-to-actions
Automated email
Customer into promoter
Case studies
Customer collateral
The Zespri Sales & Marketing Team
represented by Janice Byrnes
ZESPRI
‘GO FOR GOLD’
Zespri’s ‘Go For Gold’ SunGold Kiwifruit
campaign
ZESPRI’S ‘GO FOR GOLD” CAMPAIGN
AIMED TO DRIVE MASS AWARENESS & TRIAL
OF ZESPRI SUNGOLD KIWIFRUIT
Play Video
Record Zespri SunGold Kiwifruit
sales, up 75% on 2015!
Significantly higher claimed
weekly consumption amongst
those who saw the campaign
The highest brand awareness
Zespri had ever recorded in
Australia was achieved in post
campaign research
Zespri’s proprietary SunGold
Kiwifruit helped drive sales growth
for total NZ Kiwifruit Exports to
Australia, benefiting our NZ
Kiwifruit growers
ZESPRI’S GOLD RECORD RESULTS
Thank you to all of Zespri’s agencies, suppliers,
service providers & customers who helped us ‘Go
For Gold’ in Australia last year
THANK YOU FROM THE ZESPRI TEAM
Thank you
Julian Carbone & the Lenswood Apples marketing team
LENSWOOD APPLES
‘ROCKIT APPLES’
2016 Rockit Apple Campaign Summary
Rockit® Apple
• Brand new apple variety
• Targeting the FMCG grab‘n’ go market
• Small, sweet, crisp
• Comes exclusively in a snack pack
• Grown in SA, TAS and QLD
• Available through most Woolworths and leading greengrocers
• Backed up with a significant national marketing campaign
• Partner in a global brand
“I love Rockit® apples because they’re an easy snack to take when you’re on the go”- 2016 customer feedback via Australian Facebook Rockit page
2016 AUS Summary
• Nearly 70,000 tubes sold
• Marketed in SA, NSW and QLD
• Campaign consisted of:– Tasting Australia launch
– Retail store displays
– Point of Sale material
– Radio and social media engagement
– In-store tasting demos
– Competitions
– Street crew activations / school visits
– Purchase of the Rockitmobile
• Independent consumer market research and store management feedback undertaken at the end of the campaign
Tasting Australia
• Used as a launch-pad for Rockit®
• Tastings sampled
• Received a boost of 1,000 Facebook likes during the event period
• Engaged with local celebrity chef visits - Simon Bryant, Callum Hann, Ragini Dey and Chong Liew
• “Healthy selfie” competition launched
• Sydney competition launched
Radio & Social Media
• Radio advertising across SA and NSW
• Radio ads also repeated on social media
• Social media consisted on regular competitions, photos and updates
• High level of grower and customer interaction
• Consistent growth in likes/followers
• Facebook followers confirmed as our target market
Similar FB pages # likes so far
Aussie Apples 73,039
Montague 8,904
Rockit Taiwan 8,395
Rockit Australia 5,534
Jazz 4,381
Rockit Vietnam 3,026
Rockit New Zealand 2,986
Batlow 2,070
Lenswood Apples 1,950
Kanzi 1,786
Competitions
• Regular consumer competitions
• Major prize – trip to Sydney
• Minor prizes – pre paid credit cards
• Watch‘n answer-style competitions
• Q&A-style competitions
• “Healthy selfie” competition
• 6 competitions held in total
• Around 2,000 entries total
Target market
Competitions
Displays/POS
• Displays ranged from:– standard box display
– large box display
– free-standing plastic unit display
– mega display
• Company visited most retail outlets and assisted with the execution and merchandising of POS material
• Strong correlation between size of display and store sales
• Size of display was at the stores discretion
• Working in with the stores ongoing marketing strategy/space/rotation
Large free standing tube display (extra large)
Standard box display
Large free standing curved display (extra large)
Large box display
Mega display
Mega display
Field Activations
Market Research
• Independent market research undertaken with SA & NSW shoppers and retail store management
• Consumer brand awareness of Rockit® higher than Envy, level with Kanzi
• 14% had heard of Rockit®(seen in store, word of mouth, Facebook, radio, demos)
• 23% recall seeing Rockit®(when shown an image)
• 11% had purchased Rockit®
• 90% would repurchase
• Stores sales were level with/above expectations
• Store demos, POS and supplier assistance were rated good
• Stores were largely unaware of radio and social media advertising
Positive words that come to mind when thinking
about Rockit
Negative words that come to mind when thinking
about Rockit
Original target market
New “broader” target market
Increase Distribution
Increase Demand
Increase Exposure
Increase Grower
Satisfaction
2017 Strategic Pillars
2017 Snapshot
• Approx 700,000 tubes (up from 70,000)
• 650 stores (up from 110 stores)
• April – October campaign period (simultaneous launch)
• Strategic focus on NSW and VIC, less on SA
• Continue – radio campaign, store demos, school visits, fixed store displays, social media campaign, consumer competitions, Adelaide Show
• NEW – Royal Sydney Easter Show, Royal Melbourne Show, Adelaide Zoo visits, partnership with BUPA healthy community events, Mothers Day Classic, Hort Connections conference, casual staff merchandisers and street crew activations at train stations in Sydney