CARMAN'S PHOTOGRAPHY

TitleCARMAN'S PHOTOGRAPHY
BrandCARMAN'S KITCHEN
Product / ServiceBREAKFAST AND NUTRITIOUS SNACKS
CategoryC04. Photography
EntrantELMWOOD MELBOURNE, AUSTRALIA
Entrant Company ELMWOOD MELBOURNE, AUSTRALIA
Advertising Agency ELMWOOD MELBOURNE, AUSTRALIA

Credits

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

Brief Explanation

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

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.