Lisa Lewis

A Creative Solution Must be based on Sound Business/Project Rationale

The Solution Must be Clearly Understood and Communicated

A Creative Solution Must be Executed Effectively to Be Successful

Well Thought Out and Innovative Solutions Will Get Recognition

LONDON - Caroline Wilde describes the latest promotion from Burton foods Cadbury Digestive brand. The Cadbury Digestives free mug campaign is a tasty little promotion with all the right ingredients. The offer aids a real usage occasion, it’s complementary to the product and, importantly, based on a sensible and scalable customer insight: 90% of biscuit consumption features a drink.

Entry is kept simple and allows respondents to participate by uploading their own photographs to personalise their mug. I assume that both Snapfish and Burtons will benefit from sharing the ensuing customer data, making this an ideal win/win promotional partnership.

Finally, the value of the premium at £7.99 makes it a no brainer proposition for the consumer and the brands where the offer is featured are firm favourites rather than the less popular products in the range.

In the background, the ongoing relationship of national heritage brands like Burtons and Cadbury’s can only enhance the place they have in the nation’s affections.

I can see a logical extension into trade, using the additional insight that workers are territorial about their mugs in the office and I would expect that the promotion has longevity with the possibility of offering seasonally themed mugs at different times of year – once the promotion is proven, this is one that could run and run.

What appears to be a simple promotion is, in fact, a very clever one. So, top marks to all involved. It proves how powerful customer insight driven marketing can be and that a simple entry mechanic offers the best chance of a strong response. This should be a case study for students of sales promotion as it ticks so many of the right boxes.

Promo score: 9 out of 10

Creative Solution Can Be Simple But Effective

A Marketing Campaign Needs to be Tailored to the Right Audience

Consumer

Shopper

Trade

Creative Print Must be Emotive or/and Sensory

Consumer Engagement via TV and Digital

https://www.youtube.com/watch?v=vPPsdq4n7N8

http://www.goodfellaspizzas.com/uk/

A Good Communication Strategy & Solutions will get Recognition

Engage The Trade With Simple Solution based Messages

Trade Engagement via Bringing the Solution Alive for the End User

Well thought Out Innovative Solution Will Get Recognition

:1. The Emergence of the “IndieWoman”: Is 27 and older, lives alone and has no children and spends $50 billion on food and beverages each year. They have no time, so look for more brands to offer more semi-homemade meals that use fresh, high-quality ingredients.2. Better for You Snacking: The NPD Group found that as snacking increased, so did an individuals' overall diet quality. Healthy options are on the rise. Look for supermarkets to replace high-sugar, high-fat snacks at the checkout with healthier on-the-go offerings.7. Rise and Shine--The New Way to Start Your Day: Breakfast remains one of the most important meals of the day. In 2014, consumers will look to add more protein to their first meal, to live a healthy lifestyle without compromising taste and indulgence. Look for more protein-rich and convenient breakfast options.10. International Restaurant Flavours At Home: From school cafeterias, to the dining room table, global flavours are sprouting up everywhere. Kids become exposed to global cuisine flavours much younger so, international flavours will be more accepted by these, and their palates will be more sophisticated. Kids influence nearly 80 percent of purchase decisions by families, so look for all shoppers to be eating more international inspired foods.

Bel UK is to launch a new TV ad to encourage consumers to try its new range of Leerdammer cheese slices.The cheese manufacturing group – which produces brands including Babybel, Boursin and the Laughing Cow – has worked with agency Y&R to create an updated ad to promote Leerdammer Toastie slices, which launched in May.The 20-second spot will run from 21 October to 24 November alongside a PR campaign, according to Leerdammer senior brand manager Ralph Hobbelen."We are now fine tuning the activity, but it will include reaching out to magazines with competitions, engaging with bloggers, and an on-pack activation giving a money back guarantee," said Hobbelen.The new ad brings together creative from Leerdammer’s ‘Incognito’ campaign, first aired in September 2012, with an additional push for the brand’s Toastie slices, which, according to the ad, have a richer, creamier recipe for melting when heated.

Keeping On Top of Macro Trends and Competitor Activity is Important

Wafer Thin Slices Concept• Alternative to wafer thin ham

Trend fit• Better for you snacking/International Flavours at Home

Consumer• Quality conscious, cash rich, time poor happy to pay more for adventurous eating at accessible pricing

Positioning• Versatile – leverage foodie credentials, alternative usage (use BOP for recipe inspirations)

Product• Wafer thin original and light

Range• In original and light.

Brand/Consumer Benefits• Offer brand new cheese format for convenience eating. • As per ham equivalent need les s to make a ‘bulky’ looking sandwich.

Takes away ‘flat’ nature of cheese sandwich

Commercial Benefits• Increase Range more Opportunity for cross promotion.• Increase GP (less product for higher RSP)

Innovative Quick Wins with Third Parties to Develop New Business In Existing Markets

Premium Sauce Concept• Packaging and design based on Glorious range

Trend fit• International Flavours at home, emergence of indie woman

Consumer• Quality conscious, happy to pay more for adventurous eating at accessible pricing

Positioning• Versatile – leverage foodie credentials, cooking usage (use BOP for recipe inspirations)

Product• Dials up mild, sweet, nutty flavour of Jarlsberg in a creamy consistency• Consider additives to base flavour to improve taste profile and create range.

• Options? Red onion as per dip, smoked or reserve as per current product

Range• At least two skus for shelf presence and cross promotion.

Brand/Consumer Benefits• Fits Premiumisation strategy – Room for Branded Premium Branded Options with USP• Opportunity to extend reach of brand into another category • Milder more refined sauce option for those not liking strong flavours

Commercial Benefits• Usage of wastage• Price points are high up to £7.10 per kg

Innovative Quick Wins with Third Parties to Develop New Business In New Markets

Thorough Analysis an Communication of Appropriate Data Sources Defines the Business Challenges