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Prawn & Barramundi Conference. Food Marketing & Innovation. “From Commodity To Brand” 1 August 2012. Red Meat Marketing. Red Meat Strategic and Creative Evolution. 2009. Red meat Amazing Food. Challenge fish for the brain food position.
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Prawn & Barramundi Conference Food Marketing & Innovation “From Commodity To Brand” 1 August 2012
Red Meat Strategic and Creative Evolution 2009 Red meat Amazing Food Challenge fish for the brain food position Elevate red meat to a higher level of nutritional importance
Red Meat Short Cuts 1984 The Challenge • Beef consumption was in serious decline - dropping from 70kg in 1977 to 42kg in 1984 - a decline of 40%. • Meat sales traditionally represented 20% of the total dollars Australians spent on food - the single biggest food spending category. • Butcher shops were the fastest declining area of the retail sector. Viewed by consumers as 'high street morgues'. • Product image, from a complex array of perspectives, had deteriorated to a dangerously low level, meat was seen as old fashioned, boring, uninspiring, heavy, fatty, masculine... • From a health & nutrition perspective, meat had been classified as one of the baddies, and synonymous with ill health - "Red meat causes cancer...read meat causes heart attacks..."
Red Meat - Short Cuts The Approach • Target the modern working mum not the traditional housewife. 'Mum as organiservs mum as provider'. • Position red meat as an ally which understood her situation. Present red meat as a time problem solver, a decision problem solver, an ease problem solver, a variety problem solver. • 'Short cuts' was invented as a 'new brand' of meat. • New meat • Easy meat • Quick meat • Interesting meat • Lean & light • New world • New woman • vs • vs • vs • vs • vs • vs • vs • Old meat • Chore meat • Time consuming meat • Boring meat • Big heavy & fatty • Old world • Old woman
Red Meat - Short Cuts The Approach
Red Meat - Short Cuts The Result • The serious consumption decline had been halted. • By 1989 butchers were the fastest growing segment of the retail industry."Butchers have streaked to the front of the consumer stakes as the fastest growing retailers in the country with turnover up 21% in the 1st quarter of 1989 compared with last year" - The Australian, June 8 1989 • The retail environment had seen a complete change. • Australia was the only country in the western world where sales and consumption of red meat had shown an increase over the past decade. • Retail sales value increased by almost 50% between 1985 and 1990. • Red meat's nutritional status had improved considerably. • Red meat's negative image had been overcome, it was now seen as contemporary, appealing, convenient & versatile.
Red Meat - Iron Campaign The Approach
Red Meat - Iron Campaign The Result • Beef volume increased 4.1% 1993/1994 vs 1992/93. • Equates to 1.5kg per capita increase and represents additional volume of 32,200 tonnes. • This coincided with the largest retail price increase in many years +5.2%. • Additional consumer expenditure on beef of $245 million, 1993/94. • Additional industry revenue 1993-1998 $940 million. • Awarded the Golden Pinnacle for advertising effectiveness.
Red Meat Feel Good The Situation • Red meat share of the Australian diet was again in decline due to negative news & pressure groups dropping from 64% of all fresh meat sales in 1998 to 56% in 2001. • Negative media coverage fuelled by special interest groups, of red meat was on the increase and affecting attitudes towards meat consumption. • 62% of female meal providers felt they should limit their meat consumption to avoid health problems. • MLA's expert advisory committee had compiled the first evidence based report on red meat nutrition. Key findings were; • Red meat was a significant source of protein and essential nutrients. • Red meat can be used in the prevention and treatment of obesity. • Red meat should be eaten 3 to 4 times a week.
Red Meat Feel Good The Approach • The campaign needed to break the conventions of nutrition advertising (boring & worthy) and genuinely engage consumers. • Shift from rationally based message to one that taps into emotions. • Shift from communicating about nutrients to highlighting the benefits. • Position red meat as the 'wellness / feel good' food.
Red Meat - Feel Good The Approach
Red Meat - Feel Good The Result • Consumer expenditure on red meat reached $7.3 billion in 2002, up a phenomenal $1 billion on the previous year. • After several years of decline beef's share of household servings saw a significant increase. • Good news stories outweigh bad ones by nearly 5 to 1. • In 1999 only 16% of people thought red meat was essential to a healthy diet. By 2004 this had grown to 45% • This campaign was also awarded the Golden Pinnacle for advertising effectiveness.
NZ Cheese The Challenge • Cheese consumption in NZ took a dive from 31,000 tonnes in 1987 to 25,000 in 1992 (-19%) • At the same time the NZ Dairy Board was being shut out of overseas markets. • To maintain an acceptable return to dairy farmers a way had to be found to improve the local market. • The NZ Cheese Promotions Board was set up with an objective of increasing cheese consumption by 10,000 tonnes in 5 years - a lift of 40%
NZ Cheese The Situation • Cheese was already in 96% of all homes. • Just about everyone was already eating cheese - per capita consumption was a high 7.1kg. • The vast majority already knew it was an essential food. • Cheese was already in every supermarket and corner store. • Cheese had become boring - a back of mind, uninteresting commodity.
NZ Cheese The Approach • We had to get New Zealanders to take another look at cheese. • There were a number of product positives - it was versatile, tasty, enjoyed, good value, naturally healthy. • Focussing on the functional, rational aspects would not solve the problem or deliver the required scale of growth. • We had to take cheese from the back of peoples minds to the front. • We needed to give cheese a powerful personality so that people would feel better about cheese & feel like eating more of it, more often.
NZ Cheese - Result • Tonnes • '000s • The Goal • • Say Cheese campaign introduced • Volume increase of 30%. • Per capital consumption lifted by 31% to 9.3kg. • Delivered an additional $57 million to the dairy industry over 1992. • Cheese is now seen as a contemporary, fun and versatile product. • 'Say Cheese' is part of the vernacular.
Goodman Fielder's Launch of Lawson's Bread • The task was to launch a premium priced bread brand through supermarkets that could counter the inroads made into the category by the local and branded bread shops with more authentic traditional styles of bread.
Goodman Fielder's Launch of Lawson's Bread • The success exceeded the companies highest expectations achieving sales 2 1/2 times ahead of what was regarded as an optimistic target. High demand saw the brand rapidly role out to other states and retail channels. • Most successful brand launch in Goodman Fielder history.
