SOCIALIZING FOOD PORN

Short List
TitleSOCIALIZING FOOD PORN
BrandARNOTTS
Product / ServiceVITA WEAT LUNCH SLICES
CategoryC01. Integrated Campaign Led by Promo & Activation
EntrantMEC Sydney, AUSTRALIA
Entrant Company:MEC Sydney, AUSTRALIA
Sales Promotion/Advertising Agency:MEC Sydney, AUSTRALIA

Credits

Name Company Position
Wayne Bishop Mec Sydney Business Director
Allister Hercus Mec Sydney Social Media Executive
Daniel Stone Mec Sydney Online Planner
Kirsty Mcmeekin Mec Sydney Planner/Buyer
Michiel Tops Pixolut Strategy Director
Jennifer Spears DDB Sydney Creative Director
Madeline Smith DDB Sydney Creative Director

The Brief

In short, the promotion was to get audiences to re-appraise Vita Weat after 20 years of no innovation. We would do this by launching Vita Weat Lunch Slices which would prompt the audience to switch from bread (source 10% volume from outside the category and achieve 50% persuasion amongst female multigrain bread purchasers) Our communications objective was to inspire participation to get Vita Weat into popular culture (reach 10,000 facebook fans from zero)

Describe how the promotion developed from concept to implementation

Our insight - meals are being scored. People have developed a new relationship with food that has been driven by the media (cooking shows, blogs and articles). In Australia, Masterchef and My Kitchen Rules are two of the top rated TV programs and portray the culture of meal scoring through the format of Reality Shows. This led us to the idea of "Top That". We embraced the competitive nature of the audience by pitching food editors, morning show presenters and consumers against each other in the "Top That Challenge". Lunch Slices become the canvas for food creativity.

Describe the success of the promotion with both client and consumer including some quantifiable results

Vita Weat grew by a massive 30.5% value share by the end of the promotion. We also managed to grow the category with 22.7% of the volume delivered from outside the crispbread category. We achieved 70% persuasion amongst Female Multigrain Bread Buyers (well above our target of 50% and the FMCG benchmark of 43%). This was also the highest recognition score of all Arnotts Savoury brands - 47%. Finally, we went from zero to 16,856 fans which is a significant statistic in the crispbread market in Australia.

Explain why the method of promotion was most relevant to the product or service

Vita Weat's only chance of stealing from the bread category was to hype up the functional benefit of being able to load the cracker with a variety of toppings. We had to use visual media to dramatize two things: 1. Competitive nature of the audience 2. Persuasive nature of food photography Although food photography (or food porn) can be persuasive, the likelihood of trial increases when we added a participation component. The social promotion was therefore recommended to achieve higher trial and engagement rates. The idea was then amplified in programming content, PR, WOM demonstrations and print advertorials.