Showing posts with label Confectionery/Snacks Food. Show all posts
Showing posts with label Confectionery/Snacks Food. Show all posts

Kraft Foods A.1. |For Almost Everything. Almost.

Kraft Foods has decided to re-brand A.1. by removing "steak" from their name and encouraging people to use the sauce on almost everything.
The posted this screenshot of their Facebook fan page changing their relationship with steak to "it's complicated."
Consumers can be resistant to a re-branding if your product has been solidified in their mind as one thing, but using humor and social media is a great way to build awareness and get people excited.

Doritos | #crashthesuperbowl

Doritos utilizes two great strategies in this campaign: highlighting user-generated content and building off of the buzz from a huge event -- the Superbowl. This social media contest allows fans to submit their Doritios commercials and the winner gets their video on TV during the Superbowl, along with other cool prizes.


Honey Bunches of Oats | 50 Million Smiles and Counting

Honey Bunches of Oats ran a campaign with the tagline “50 Million Smiles and Counting,” during which they shared the testimonial videos, images, and quotes from fans they had "made smile" across the country in exchange for a chance to win an all-expenses paid trip. By sharing the user-submitted content across Facebook and Instagram, they were able to add 162,000 new fans (a 721% increase) and increase engagement and traffic to their pages.


Knorr| Love at First Taste

BRAND:
Knorr
BRAND OWNER:
Unilever
CATEGORY:
Food
REGION:
Argentina 
Australia
Brazil 
Canada
France
Germany 
Mexico 
The Netherlands 
Philippines 
South Africa 
United Kingdom 
United States 
DATE:
April - May 2016
AGENCY:
PHD
MEDIA CHANNEL:
Digital,Online,PR

    Insight 

    There’s never been a better time to be a food brand. 
    However, as each year passes, big food becomes a little less relevant, as a new wave of food brands that better meet the heightened expectations of food lovers are stealing market share across the globe. 
    Knorr, as the biggest cooking brand in the world, had to evolve to stay relevant. 
    The first step in this progression, was to better understand the power of flavour in people’s lives.  
    PHD conducted a study amongst 12,000 people in 12 markets and what it found out intrigued and inspired... 
    The majority of people surveyed would rather give up sex, their careers, their social media profiles and even their right to vote over flavour; but even more intriguing was the importance of flavour in relationships. 
    78% of people would be more attracted to their partner if they enjoyed the same flavours. 
    One in three claim that if their partner didn’t share the same flavour palette, they would be worried about their long-term future together. 
    Flavour was more powerful than the agency thought. 

    Strategy 

    Having discovered flavour was a key component of compatibility, the agency would use this insight to inspire an activation that would help it connect with food lovers and food culture in a more authentic, relevant and talkable manner than ever before. 
    It would explore whether someone’s flavour personality, determined by the Knorr Flavour Profiler, a digital tool PHD launched with the campaign, could ultimately help people find #LoveAtFirstTaste. 
    A social experiment, captured as a film, would spark intrigue and interest across the world, inspiring others to do the same and find out their own Knorr Flavour Profile along the way. 
    In order to give both the creative idea and the digital tools that supported it the best chance of doing the job they had been designed to do, the role for media was focused on three areas: - 
    1. Give the whole world the chance to experience #LoveAtFirstTaste - By distributing the hero film and associated edits in the newsfeeds and the viewsfeeds of food lovers across the world, it would spark conversation and desire for people to determine their own flavour profile. 
    2. Take the Knorr Flavour Profiler out of the hub and into the newsfeed - To scale the impact and efficacy of the profiler, bespoke partnerships with tech platform PlayBuzz and Social Food Juggernaut TasteMade, would natively seed the profiler and the meal inspiration that sat inside it across the open and social web, opening up new sources of attention for the brand and creating alternative routes into the profiler. 
    3. Relentlessly pursue marginal gains in distribution - synchronised media and PR launch across 12 markets within a campaign command centre at Unilever HQ, would allow the agency to understand which assets were most effective in unlocking the attention and action of audiences in each market it activated in, thus increasing the reach and resonance of the campaign for each € deployed. 

    Execution 

    In order to give #LoveAtFirstTaste the best chance of penetrating popular culture, the agency needed a quick start, so it synchronised PR coverage and accelerated video distribution across the largest video and social platforms on the web. 
    In a first for Twitter, PHD combined ‘First View’ with ‘Conversational Video’ cards, to pose the question as to whether people believed in #LoveAtFirstGlance or #LoveAtFirstTaste. 
    On Facebook, it reached all available ‘foodies’ across its Top 10 markets through the opening days of the command centre – dropping into the newsfeeds of over 150M people across the Globe. 
    To scale beyond the newsfeed, the agency used YouTube’s TrueView and Unruly’s emotional targeting to reach people pre-disposed to engage with the hero film. 
    Once it had reached critical mass, PHD launched bespoke media partnerships with PlayBuzz & Tastemade, to scale the impact and efficacy of the Knorr Flavour Profiler beyond the website. 
    PlayBuzz rebuilt and natively distributed the profiler via thousands of publishers across the open web, whilst Tastemade built a ‘hands-on’ recipe video series inspired by the profiler, distributed on their owned platforms, as well as by the agency to target foodies, need-states and flavour preferences across Facebook, Instagram & Twitter in firsts for the brand. 
    With all assets and activities controlled via a command centre at Unilever HQ, the agency was able to monitor and act upon the cost of distribution, the social reaction, the media’s reaction to and brand impact of a range of assets in real time, scaling optimisations globally with immediate effect. 

    Results 

    #LoveAtFirstTaste captured the attention and imagination of the newsfeeds and the viewsfeeds across the globe. 
    Currently sitting at 112M views across all platforms, and topping the viral charts, not only did people engage with the story (2x audience retention for films of a similar length), it created a spark that triggered a huge social reaction in Knorr's favour, with over 2.7M social actions taking place in the first two weeks, 400K Likes and 200K shares of the main film and associated assets; with 1.87M clicking to find out their own flavour profile.  
    As anticipated, the media partnerships scaled the impact of the Knorr Flavour Profiler, with PlayBuzz doubling the volume of people engaging with it, with less than 10% of the campaign budget, whilst Tastemade’s hands-on recipe series has driven 9M views of Knorr product demos, with completion rates over 10x higher and share rates over 50x higher than typical advertising on Facebook. 
    This groundswell of interest triggered a huge reaction from the media, with the campaign receiving coverage on talkshows, radio stations, newspapers and websites across the globe, generating 1.4 billion PR impressions along the way. 
    Brand favourability is shifting where results are available: US +1500bps, France +900bps, UK +900bps… and market share increased by 140bps in May, during and immediately after the campaign. 
    Not bad for a 175 year old cooking brand.

    KFC Middle East | Arch Rivals

    Insight

    There’s no such thing as bad publicity. Or is there?

    With a following of over 2.1 million Super Fans, KFC Arabia is the region’s largest quick service restaurant brand on social media. It generates conversations across all platforms, mainly among young Arab men. But what happens when negative chatter pops up around the brand?

    KFC was about to launch a new campaign endorsed by famed footballer Cristiano Ronaldo. But just prior to the launch, the KFC brand seemed to be experiencing quite a bit of negative online buzz. Although KFC had full control over the assets it owned, there was little it could do elsewhere.

    Initiative needed to find a way to deviate all the negative conversation around KFC and protect its investment behind the upcoming Ronaldo campaign.

    After analysing sales and delivery trends, the agency noted a dramatic increase of group and family meals whenever a football game was televised. The upcoming ‘Clasico’ match would be among the most viewed and talked about games of the season. If KFC played its cards right, it was something that it could use to its advantage.

    The objectives were to:
    - Turn negative online social conversation into positive engagements
    - Increase overall brand sentiment
    - Increase social media engagement on KFC owned platforms such as Facebook, Twitter, and YouTube 
    By doing so, KFC expected to see an uplift in store footfall and deliveries on game day and continue on once the Ronaldo campaign was in effect.

    Strategy

    There is nothing quite like a major sports rivalry! Think Borg vs. McEnroe, Prost vs. Senna, Tyson vs. Holyfield. A little healthy competition makes for great fodder for any brand. Add a little controversy, and you’ve scored big time. 
    Football is the biggest and most popular sport in the region, and KFC Arabia has associated itself with leading football legends since 2010. Three years ago, when KFC signed on Lionel Messi, it saw loads of buzz erupt in the social sphere, making light-hearted fun of KFC’s partnership with the FC Barcelona player. Fans created jokes, memes and other visual materials that quickly went viral throughout the region. 

    Engagement levels on KFC Arabia’s Facebook page also showed an all-time high every time KFC posted about a ‘Clasico’ match – or any football related topic really – from fans mocking the other side or cheering on their respective team.

    History proves that rivalry is a great platform for fan interaction. And even though KFC had quite a few legends attached to the brand previously, it decided to approach ‘rivalry’ from a brand new perspective. Leveraging the region’s love for football, KFC wanted to be bold, and fuel conversations that build upon the rivalry of Cristiano Ronaldo fans versus Lionel Messi fans.

    KFC’s plan was simple: A little audacity and a whole lot of fan interaction.

    KFC knew that KFC Arabia’s partnership with Cristiano Ronaldo would trigger tons of instant reactions from his fans and Messi fans alike. And the brand was ready to make its move.

    Execution

    Blog Talk: Knowing that home deliveries spike on game days, KFC secretly released KFC buckets with Ronaldo’s image during an FC Barcelona match. This would surely cause a stir, especially among Messi fans. As it turned out, FC Barcelona lost quite badly, and fans were taunted with Ronaldo’s face staring up at them. With the help of bloggers, KFC used this incident to launch a social media frenzy!

    Social Media Soiree: Once the campaign was released, it was game on. The action became the perfect opportunity for KFC to join the conversation, leveraging content that would now become even more relevant. Sc

    Augmented Reality Happenings: The rivalry continued as KFC released an augmented reality mobile app where fans could take a realistic photo of themselves standing next to Ronaldo in their own surroundings. Ronaldo fans used it to brag, with photos together with him in their living rooms, backyards, or offices. While Messi fans mocked them, posing with Ronaldo next to garbage dumps or toilets.

    KFC fuelled the fire by seeding exciting football content to stir the Ronaldo vs. Messi fan rivalry and was front and centre creating brand association with every user generated photo, meme or tweet.

    ores of fans posted on social media, commenting on the new endorsement, spreading the news like wildfire with posts, jokes, photos and memes. Ronaldo fans mocked Messi for being replaced by Ronaldo, with depictions of Messi working in a KFC kitchen. And Messi fans retaliated with their own jokes and memes.

    Results

    Online interactions were through the roof! Social media conversation increased by 137% during the campaign and brand sentiment was up 20%.

    The Ronaldo photo initiative generated over 65,000 shares in only 45 days, and countless other shares that KFC are unable to track (e.g., Whatsapp, SMS, email, etc.)

      BRAND:
      KFC
      CATEGORY:
      Food
      REGION:
      Middle East
      North America
      DATE:
      June - December 2013
      AGENCY:
      Initiative
      MEDIA CHANNEL:
      Digital,Mobile,Online

      McDonald's | Fryfutbol McDonald's


      Insight

      Despite 30 years of major sponsorships, McDonald’s is still not perceived to be an entirely ‘appropriate’ sponsor of the FIFA World Cup. The brand had to find a positioning which stayed true to the brand with its core values of fun and entertainment, but also brought its global sponsorship of the FIFA World Cup 2014, to life.
      Unfortunately for McDonald’s, lacking appropriateness during the most cluttered time for brands, also meant simple

      association with the event was a challenge. It was spending millions of dollars sponsoring events which people did not know it sponsored, or why it sponsored them. McDonald’s had to find a way to compete with the daily communication from the sponsors who were viewed as being ‘appropriate’, in a credible and fun way.
      To do this, McDonald’s had to move away from talking about “Passion” or “The Fans”, and find its own space in sport. The final hurdle was to drive footfall to McDonald’s during the tournament period. To meet this challenge, McDonald’s changed its Fry Boxes Globally, for the first time. It created 12 country designs from famous designers across the world. It was OMD’s challenge to hero these new designs and ensure they would make an impact outside of the restaurant, whilst also making them appealing enough to get people to visit the restaurant.
      In short, OMD had to create content which credibly associated McDonald’s with the FIFA World Cup before the tournament and redefine its sports sponsorship positioning… whilst selling products globally.

      Strategy

      To improve McDonald’s perceived appropriateness it had to become more relevant to sports fans. However, this couldn’t be done with a traditional McDonald’s campaign: research from previous tournaments showed that talking about McDonald’s World Cup association generically did not cut through the clutter. The brand had to associate itself with the most relevant World Cup moments at the most relevant time: ‘authentic in real-time’ became McDonald’s new FIFA strategy.
      OMD created FryFutbol. In the lead-up to the tournament McDonald’s would recreate famous World Cup moments and 2014 plays using their famous fries. The strategy needed to be flexible and quick enough to make an impact every day, with scale; however, the relevance of a sporting moment differs by country, so this flexible strategy ensured the agency could create neutral content when necessary, speak to its audience in a locally relevant tone and up-weight media activity based on each country’s view of the moment.
      A team was available 24/7 to create high quality content throughout the tournament that was, crucially, exclusively ownable by McDonald’s. Pre-tournament videos were created after extensive research into the three most iconic moments relevant across every European market and it launched heavily with these moments just as excitement for the World Cup reached fever pitch.
      McDonald’s also needed to be in people’s News Feed the day after a match as they were catching up on the action and commentary, otherwise the relevance of the content would diminish rapidly. It was this dynamic, fun strategy which would readdress McDonald’s association with the World Cup. 
      The content also drove people in-store by allowing them to interact with football content in restaurants – it provided them with something fun to do so that they wouldn’t want to leave and thought of McDonald’s as a great place to be during the World Cup.

      Execution

      FryFutbol recreated iconic moments in the build up to the World Cup and then recreated the major moments of every day’s play during the World Cup, all in an entertaining Fry World.
      In all, McDonald’s used 10,000 fries as supporters and players, 10 hand puppeteers and more than 1,000 Fry props to create the videos. All of this helped to create 30 FryFutbol videos depicting famous and current football moments. All videos were distributed and optimised by market. This meant no support for videos depicting moments which were ‘against’ a given country, whilst up-weighting strong moments.
      The strategy was played out to perfection across the World’s Facebook News Feeds, YouTube mastheads, Sports websites and blogs across Europe. Everyone was checking to see the FryFutbol action, before they wanted to see the real-life highlights!
      This was the first time Facebook had created content for a partner, the first time the media agency had created content for all Global McDonald’s markets and the first time McDonald’s had activated one consistent campaign with video content, across the world.    
      OMD also had to ensure that everything linked back to new Fry Boxes in-store. Therefore, McDonald’s created an augmented reality app which interacted with all 1.2 billion new boxes and allowed users to create trickshots using obstacles in-store e.g. their drinks carton. These were featured in the FryFutbol videos. For the first time, it created a reason for McDonald’s to be associated with the World Cup and created interaction with results in-store.


       



      Results

      Over 1 billion Fry Boxes sold! This is the most sold in a comparable period, ever.
      Appropriateness scores had the greatest change between pre and during the campaign (+5%), with expected post tournament scores higher than any other major sponsorship for McDonald’s (+10%). 
      What started as a European campaign in 39 countries, was taken in every major continent and all major McDonald’s markets. It was the campaign of ‘firsts’, and the results reflected the huge impact that this campaign had on the McDonald’s brand globally;
      • Leading up to the World Cup, McDonald’s had the highest ranked app in a number of markets globally - the first time it had ever done this across more than one country at any given time.
      • FryFutbol videos were the most viewed single piece of content for McDonald’s ever (50m+ views)
      • Most ‘Liked’ campaign content in McDonald’s history (+5m Likes).



      BRAND:
      McDonald's
      CATEGORY:
      Food
      REGION:
      Europe
      DATE:
      May - May 2013
      AGENCY:
      OMD
      MEDIA OWNER:
      Facebook
      MEDIA CHANNEL:
      Experiential,Events,Integrated,Online,Sponsorship

      Quaker Oats | Havrecrunch | Yellowstone Diet

      Insight

      Turning the negative into a positive. Every day seems to bring us new information about what is good for us, what we should eat, how we should look, new extreme diets and new forms of exercise. They can range from the practical to the absurd. We know that people want to look and feel good, but the barrage of mixed messages combined with an increased focus on looks and lifestyle in society meant that our audience were being negatively affected rather than feeling positive about who they are. The beginning of any new year was particularly full of these messages as people focused more on their lifestyle and eating at this time of year.
      With the launch of the Havrecrunch, Quaker Oats set out to challenge this negative trend, there is more to life than the next diet fad and it wanted to remind consumers of this. OMD needed to come up with an idea targeted specifically at this audience to get their attention, entertain them while also enlightening them about what leading a healthier lifestyle actually means.
      The marketing challenge was to create awareness for the new Havrecrunch product by creating a meaningful connection with the target audience based on insights on their conscious living and eating habits.

      Strategy

      There is no miracle cure, but everyone claims their new product to be one, which is where the grizzly berries come into the picture.
      The Yellowstone berry was considered a super-food for bears and it had recently become famous and a discussion point in social media forums. The Yellowstone berry helps bears get through the winter hibernation period and had recently become almost extinct before an initiative by Yellowstone Park bought the berry back to life.
      With the berry background story in place, OMD would create fake commercials for a diet called “The Yellowstone Diet”. This diet was to come from these wild berries that scientists had supposedly been researching the last eight years. By harnessing the credibility of the story and armed with the knowledge that previous campaigns which had used humorous content were a success, the Yellowstone berry diet campaign was born.
      Video content was created in an exaggerated and funny way to get people’s attention and have those wondering if this was real or not. The agency would release the ‘fake commercials’ on several social platforms that the audience uses to research, discuss and share new trends and diets. OMD’s strategy was to get the target group’s attention and use them to spread the Yellowstone diet themselves through social media. It would then move to mainstream channels such as print and out-of-home to reveal that the diet was about conscious living and encouraging people to eat healthily, rather than just chasing the next big fad.
      Quaker believes that “There is no miracle cures – eat healthy and use your common sense”. With its brand story at the heart of the campaign it would set out to challenge the negative trend in body consciousness in an entertaining and irreverent tone of voice.

      Execution

      Knowing that being online and having credible buzz around a product was the key to attracting its audience, OMD recruited key ambassadors to promote the Diet and seeded 10 fake diet videos on blogs and forums. The videos consisted of two energetic people in gym gear discussing the diet and explaining the berry in an infomercial style. This included an introduction and demonstrations of the related products such as a Hibernation patch that works while you sleep, by inserting the berries into your nose, and personal favourite the Belly-berries patch for everyday use.
      The content was seeded onto sites that contained news about health, fitness and lifestyle; OMD bought premium placements in trustworthy environments. Four Bloggers wrote 10 editorials about their experiences and expectations of the Grizzly Berries. #Yellowstone on Twitter would be track the chatter about the diet. All this was over five weeks alongside the bought placements.
      The agency also rolled out budget display placements and cryptic search ads, to mirror the massive amount of ridiculous advertising for getting abs and losing weight in minutes in “untrustworthy environments” to also achieve a cheap TV-shop-feel in several contexts.
      As the campaign got more and more ridiculous, OMD finally rolled out on all digital platforms, the BeOn network; Twitter, blogs, display, RTB, GDN, Search, YouTube and Facebook with a reveal, that it was all a part of a campaign highlighting bad diets and that the focus should be on healthy living and breakfasts, with Havrecrunch.

      Results

      “It’s the fake diet you don’t want to miss!” Havrecrunch delivered on its brand story and message that there is no miracle cure, just simply to eat healthy and use your common sense.
      Awareness during the campaign increased the sales index to 334. While the buzz and chatter around the fake diet went crazy throughout the campaign on blogs, Twitter, Facebook and YouTube, with comments such as: “This is great, where can I get it” to “This is the funniest parody of diet advertising ever seen.
      After two weeks of advertising, Quaker Oats had + 27,000 visitors on the website, and + 50,000 views on YouTube, generating approximately +200,000 views spread over 10 videos. Phase 1 achieved an aggregated viewing time of 4,215 hours, equivalent to over 201 days of video consumption. Facebook reached a total of +70,000,000 impressions, while Twitter reached 216,000 impressions and 17,176 engagements, which meant a stunning 7.92% engagement rate.
      A highlight of the campaign was an official invitation to have a stand at the 2014 Health and Beauty Conference, where Havrecrunch was invited to demonstrate the Grizzly Berries.
      BRAND:
      Havrecrunch
      BRAND OWNER:
      Quaker Oats
      CATEGORY:
      Food
      REGION:
      Denmark
      Sweden
      DATE:
      February - May 2014
      AGENCY:
      OMD
      MEDIA CHANNEL:
      Online,Out-of-Home,PR,Print

      Ahlgrens bilar | Fruit Hatchback - The All-New (Edible) Swedish Car

      Insight

      Established candy and confectionary brands have a stranglehold on the Swedish market and new brands, even from traditional candy makers, have a tough time entering the market. Ahlgrens bilar (“Ahlgren’s cars”) is one of Sweden’s oldest candy brands and built alongside the strong connection that Swedes have with automobiles. Its newest candy is called The Fruit Hatchback but was faced with intense competition and increased price pressure from the recent market recession, making the goal of standing out from the crowd even tougher.
      Starcom MediaVest's task was to create a pre-launch campaign that garnered enough interest to gain the new flavour a foothold in the stores and make it competitive in the fiercely contested and traditionally conservative Swedish candy market. Swedes like to stick with what they know, and while they know cars, they don’t know what a Fruit Hatchback is. The challenge was how to create buzz and involvement around a low interest product with a very limited budget – SEK 1,000,000 ($156,000) including production costs.

      Strategy

      Generations of Swedes have taken great pride in the fact that a small country like Sweden has produced two world-class car manufacturers: Saab and Volvo. But with the former bankrupt and the latter sold to China, the national automotive ego had taken a bit of a battering in the 2000s. Not only that but gearheads’ favorite program, “Trafikmagasinet” (“Traffic Magazine”; equivalent of Top Gear), went off the air as its creator, Carl-Ingemar Perstad and its network faced a series of infamous legal and budget woes.
      With Swede’s automobile pride at its lowest point, Starcom wondered if it could give them a little bit of good news and excitement. Starcom knew it couldn’t market Fruit Hatchback as just another new flavor of a well-known sweet. Which got them thinking… What if it could inject some good news (and humour) into the Swede’s dismal automotive sector, by introducing a new Swedish car! It wanted to sell the Fruit Hatchback, not as a candy, but as a new, “real” car.

      Execution 

      When “Trafikmagasinet” went off the air, its finale was so abrupt that fans received no closure and created a cult following that only grew as time went by. The idea was to bring the format, the host and the passion back to Swedish consumers by launching the updated “Bilmagasinet” (the Car Magazine) and have Mr. Perstad “leak” the news of a new Swedish car – The Fruit Hatchback.
      As the first of four shows aired on YouTube, the speculation from Twitter and blogs like automotorsport.se and vk.se immediately started as to what this new vehicle could be. Simultaneously they recruited “test drivers” for the new car via Facebook and even arranged for an official unveiling of the “Fruit Hatchback” at the Stockholm Lifestyle Motor Show! And finally news spread about the new Swedish car – Fruit Hatchback – on digital screens in all central stations in Sweden.
      Results 
      The car magazine topped the ‘Unruly Viral Chart Sweden’ in February 2013 and got 524,000 views on YouTube – remarkable for a country as small as Sweden. The limited test driver spots (10,000) were quickly booked with each driver rewarded with a sample bag.
      As the fourth part of “Bilmagasinet” aired, and the cat was out of the bag, Ahlgrens bilar’s Facebook page became one of Sweden’s fastest growing, with a fan base growth of 65%. As the campaign culminated, Ahlgrens bilar became the most talked about fast moving consumable brand on Swedish Facebook and achieved a “talking about this” percentage of an astonishing 31% - a great measure of how deeply involved people became in the campaign.
      The true success of this campaign however was shown when the subsequent store introduction surpassed any previous Ahlgrens introduction. Fruit Hatchback has become the third most popular candy in Swedish service stores and has taken the number six spot in grocery stores.
      BRAND:
      Ahlgrens bilar
      CATEGORY:
      Confectionery/Snacks
      REGION:
      Sweden
      DATE:
      January - February 2013
      AGENCY:
      Starcom Mediavest
      MEDIA CHANNEL:
      Digital,Events,Online

      KFC Add Hope | The Journey of Hope

      Idea

      Today, there are millions of children around the world that don’t having their basic needs met, thousands of them in South Africa. Through no fault of their own, children are hungry - for love, security, education, food.
      In 2009 KFC recognised this, and put into action the initiative now known as Add Hope. KFC Add Hope is an in-store mechanic that gives customers an opportunity to donate ZAR2 towards feeding hungry children. It’s a way to show the world that big brands can be about more than the bottom line. It’s a way to show that multi-national organisations are capable of capturing and mobilising the spirit of giving, the spirit of sharing, the spirit of truly affecting change in the societies where they function.
      In 2011 the brand put in a mammoth effort and raised ZRR9.6 million. Every cent of which went directly into filling empty tummies.
      In 2012 KFC commissioned adventurer Riaan Manser, to do the Journey of Hope: a 4100km expedition around the country. In just two months, Riaan cycled the word “hope” across the South African map on half the calories he needed. He would stop in at charities along the way, inspiring children and showing the public the difference a single meal could make, if only they just Added Hope.
      And they did. Last year KFC raised R12.6 million. This means that 40 000 children have food every month because of the brand’s commitment to change the world in which it operates.

      Production

      The nature of the Journey of Hope was fast paced. MediaEdge had to film as Riaan Manser was cycling because the schedule did not allow them to re-shoot anything. From the date he started the Journey of Hope (14-09-2012), he had to cycle 130km’s, every day to arrive at the final destination and event on time (02-11-2012). From the 14-09-2012, when the Journey of Hope started, MediaEdge had 12 television deadlines. Meaning they needed to film, edit, grade, mix and telestream to the broadcaster: 1 episode and 1 promo per week for the following 6 weeks.
      The on the road Production team consisted of a Production Manager and Production Coordinator. The DOP had a camera assistant. The Producer and Director would join at each charity. The entire Journey of Hope was filmed using 3 Canon DSLR cameras and various lenses to capture Riaan Manser’s struggle and the beautiful South African landscape. MediaEdge opted for the DSLR cameras due to their fantastic image quality, the interchangeable lenses and their compact size.
      The Director and DOP were selected for their incredible vision, experience and delivery of quality under extreme pressure. The episodes were edited on FCP and colouring was done by a professional telecine company. The audio of each episode was given the attention of a TVC. Each episode underwent 4 phases of approvals, spread across agency, client and broadcaster. All in 7 days.

      Brand fit

      KFC is a QSR and the idea sparked for them. KFC believed that their central business - feeding people - could also be the point of contact where they could make an impact to make the world a better place.
      The Journey of Hope TV series brought the work that they do to alleviate the hunger of South Africa’s underprivileged and forgotten children to life. MediaEdge highlighted the scale, scope and reach of their effort by creating an epic solo cycling expedition that literally spelt the word ‘hope’ across the country. The agency showed the devastating impact of malnutrition by only providing Riaan Manser, the celebrity explorer, with half the calories his body needed to sustain his effort. Lastly, they brought the impact of a ZAR2 donation, the amount of money KFC requires to provide a meal to a starving child, to life by showing the stores of hope that have sprouted from the work that Add Hope has done over the past couple of years.

      Results

      Engagement:
      TV Viewership: 1.2mil
      Online views: 5787
      581 people participated in a total of 1831 conversations about the campaign.
      There were 4.45mil opportunities to see the conversation.
      The campaign generated ZAR7 mil worth of earned media at an ROI of 1:34.
      ZAR12 mil worth’s donations were collected in 2012 – which translates to 6mil meals in 2013. An increase of 33% from 2011
      BRAND:
      KFC Add Hope
      BRAND OWNER:
      KFC
      CATEGORY:
      Food
      REGION:
      South Africa
      DATE:
      October - November 2012
      AGENCY:
      YUM
      MEDIA CHANNEL:
      Digital,TV

      Kickers Crisps | A Crazy Dane Rapping In Finnish

      Insight

      Estrella, the second largest snack brand in Finland, had failed to break into the shaped snacks (‘shapes’) category despite serious launch attempts during recent years. Shapes currently stand for 8% of the total snacks category and hold considerable potential for future growth. A classic favourite shapes product from the 90s, Kickers was withdrawn from the market by Estrella 15 years ago. Ever since, consumers have been requesting it back.
      Could bringing Kickers back turn Estrella’s fortunes in the shapes category? The re-launch faced a couple of major challenges: First, the marketing budget available for the project was very limited. Second, the snacks category is highly competitive and impulse driven. Third, even though Kickers had its loyal fans from the 90s, the main consumers of shapes are 16-25 year-olds - far too young to remember the previous golden era of Kickers. Having no equity in the market was both a blessing and a curse. In the mind of the target group Estrella didn’t have much to build on, yet it had every opportunity to introduce Kickers to a new generation of fans and make it a superstar again. How could it capture their attention, and make them try Kickers?

      Strategy

      It was clear from the start that the target group had certain special characteristics that needed to be considered. Authenticity is highly valued by young people today, so Dagmar saw an opportunity to focus on something that was genuine for Finnish youth. The Finns are rightly proud of their heritage, but at the same time aware of being from a small country. Hence, they are extremely flattered when a foreigner shows interest in them. It also found that music plays an important role in the everyday life of young people, and Finnish rap music in particular has become very popular. Young people see themselves as forerunners and like to participate in new phenomena.
      Dagmar knew that a traditional media campaign would not solve the challenges, so it needed to find something new and unusual. The solution slowly emerged from a totally unknown young Danish guy called Andreas with a unique talent. Together with its production company, they discovered this crazy Dane who had uploaded a YouTube a video of himself rapping a well-known song in Finnish. Linguistically it was perfect but the guy didn’t know a word of Finnish. How did he do it? Why? There was massive potential for a cool and targeted comeback for Kickers.

      Execution

      Dagmar decided to get this charming, funny and talented Danish rapper on-board - and four months before the launch of Kickers, met with Andreas and developed a communication plan. First, Dagmar needed to make the Kickers name recognisable among the target group. The Danish rapper claimed the stage name ‘K1ckerz’ and was filmed performing popular Finnish rap songs. He created a YouTube channel for his work. When the original artists of these songs heard about this, they got so inspired by K1ckerz that they started sharing his videos with their own fans. This gave K1ckerz instant credibility. The mass media also spotted the crazy Dane. Soon K1ckerz video was the most viewed entertainment clip on Iltalehti, the largest online newspaper in Finland. K1ckerz was also interviewed on national radio.


      The media raised K1ckerz visibility and credibility which, in turn, ramped up commentary on YouTube. The YouTube channel quickly grew in numbers of views. Facebook comments skyrocketed. A quirky new phenomenon was born. To take Kickers to the next level of stardom, the campaign team helped him write and perform his own rap song, carefully written as a parody of a first love; a first love of Kickers. Finland’s No.1 music video production company produced a professional music video for the song in which Kickers starred. It became the official re-launch platform for the Kickers brand, with subtle but relevant and self-ironic product placement throughout.

      Results 

      The execution of the Kickers launch was a major success. The critical target group did not react negatively to the product placement – because it just made sense. Estrella created a new phenomenon which raised a lot of earned media. In a population of five million the music video got over 400,000 views, fueled solely through social media and PR. The consumers didn’t consider K1ckerz a ‘fake’ artist – they think he made a good first single and has a promising future.
      During the launch there was a moment of Kickers-mania when stores simply ran out of the product and the Estrella factory had to work through the night to meet the sudden explosion demand. A smart idea followed by excellent and fearless execution pushed Estrella Kickers into the big league of the Finnish snacks market. A quite unusual relaunch.
      BRAND:
      Kickers Crisps
      CATEGORY:
      Food
      REGION:
      Finland
      DATE:
      2013
      AGENCY:
      Dagmar
      MEDIA CHANNEL:
      Digital,Online

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