Title | CARMAN'S PHOTOGRAPHY |
Brand | CARMAN'S KITCHEN |
Product / Service | BREAKFAST AND NUTRITIOUS SNACKS |
Category | C04. Photography |
Entrant | ELMWOOD MELBOURNE, AUSTRALIA |
Entrant Company | ELMWOOD MELBOURNE, AUSTRALIA |
Advertising Agency | ELMWOOD MELBOURNE, AUSTRALIA |
Name | Company | Position |
---|---|---|
Jason Adamson | Elmwood | Design Director |
Jason Adamson | Elmwood | Designer |
Kate Richardson | Elmwood | Account Director |
Adam Gent | Elmwood | Senior Production Artist |
Phil Curlis-Gibson | Elmwood | Creative Services Manager |
Jessica Leech | Elmwood | Writer |
With more competition from an increasing number of ‘me-too’ brands Carman’s needed to stand out in a turbulent, crowded market and justify their position as market leader. The new Carman’s Photography needed to: 1. Help retain Carman’s’ as the market leader 2. Help Grow Carman’s’ value share of breakfast products from 27.3% to over 30% in 2015 3. Possess an aesthetic that could be leveraged across all marketing touch points and be used for Carman’s future growth plans beyond muesli
Since a successful refresh of their muesli range in 2010, Carman’s has been Australia’s number one muesli brand, however they have recently faced increasingly tough market conditions. Their premium price perception, new players and increased presence of private label urged them to strengthen their position in the category. Carman’s operates in two key segments. One is the muesli category where Carman’s is the market leader. The other is nutritious snacks category, of which it has 15 variants. Carman’s products are sold in Australia through Coles, Woolworths and other smaller retailers. The company remains proudly Australian made and owned.
Our territory ‘From the Black’ was chosen by the client which built on Carman’s existing iconic black background but moved away from a flat, cold feel, towards an approachable texture that perfectly showed off the new photography. We styled the food simply with a casual scattering of ingredients which gave it an ‘at home’, authentic feel, allowing the naturalness of the product to take centre stage. The style tapped into gourmet café themes and blog trends, which appeal to our female target audience. The new overhead photography with a rich black background and casually scattered ingredients is currently being rolled out to other products across the range.
1. Help retain Carman’s’ as the market leader Consumers responded well to the new design where photography, not the window was now the hero, resulting in a 21.2% increase in baseline unit sales over a period of 26 weeks between November 2014 and April 2015 (Aztec Temple). Carman’s has successfully retained their number one spot. 2. Grow Carman’s share of Muesli from 27.3% to over 30% by 2015 Muesli boxes flew off supermarket shelves at a 6% incline in the October 2014 quarter and at a 17% incline in the January 2015 quarter with the help of TV ads and magazine campaigns broadcasting the new packaging (Aztec Temple). Current share of breakfast at 26/04/15 has increased to 29.4%. Many of Carman’s loyal customers have reached out to applaud the new design making us confident that the 30% will be achieved by end of year. 3. Possess an aesthetic that could be leveraged across all marketing touch points and be used for Carman’s future growth plans beyond muesli The strong photographic style is being rolled out across the Carman's range including the snacks category and new products launching soon.