Nutrella Vitta Natural - Launching Strategy and Campaign
PRODUCT LAUNCH 2009
CHALLENGE Grupo Bimbo, Latin American leading baking company, wasabout to launch a new line of breads for the Nutrella brand. The Unique Selling Proposition for the new line was “Natural – 100% whole weat”.
DEMANDTo integrate: COMMUNICATION + ACTIVATION visual guidelines and Trial Tastings, Awareness packaging already pre- and/or Partnership. approved by their Ad AgencyEnding up with: A coherent approach in its many different channels.
TARGET Women, AB+, 25-44 y/oTalk about a B R O A D target!
Key to success:Finding the right balance between:- being broad enough to beunderstood by the target and,- at the same time, being deepenough to deliver the right message.
STRATEGYMap contact points shared by the target
STRATEGY Map contact points shared by the target Commute WorkAirport Books Bookshop Magazines Coffee Shop Home Email Internet Online Store Supermarket Salon Park Gym Movie Restaurant Mall Theatre Pub Night out
STRATEGY Positioning: “Healthiness” and “Well-Being” Commute WorkAirport Books Bookshop Magazines Coffee Shop Home Email Internet Online Store Supermarket Salon Park Gym Movie Restaurant Mall Theatre Pub Night out
EXECUTION Maintaining the unity of the message throughout thechannels, rightly positioning the product for its broad target. Stress the “natural” appeal. All the materials involved should be in line with the message itself, reinforcing it. Partnerships that were beyond the usual, taking the product one step further.
CREATIVE DEVELOPMENT All-Purpose Handout Start the day dancing. Besides cheering you up it stills leaves some calories behind. Cooking is therapeuthical. Take advantage of Nutrella’s new Vitta Natural line to bake your problems away. Give the elevator a break and try using the stairs to reach nearest ﬂoors. Give at least 7 hugs a day. It is goodness for the body and the heart.
CREATIVE DEVELOPMENT Cross-Merchandising (with “light” products)
CREATIVE DEVELOPMENT Cross-Merchandising (with “light” products) Is it healthy? So I prefer Nutrella Vitta Natural.
CREATIVE DEVELOPMENT Bookstores - Sponsored Shelfs
CREATIVE DEVELOPMENT Online Stores - Virtual Sponsored Shelfs
CREATIVE DEVELOPMENT Parks - Natural Gym Stations
CREATIVE DEVELOPMENT Gym - Sponsored Yoga and Pilates classes.
CREATIVE DEVELOPMENT Gym - Sponsored Healthy Menu
CREATIVE DEVELOPMENT Restaurants - Sponsored Couvert
CREATIVE DEVELOPMENT Women’s Health Magazine - Insert
RESULTSAccordingly to the Client’s own words the project was “far beyond from all others presented” and “there was no other way, even if we wanted to,to not recognize the agency as the winner of this pitch”.
RESULTSAfter hitting the market, those are some of the numbersobtained from the POP channel:- 200+ activated establishments;- 280,000 approaches;- Positive conversion rate = 37%.(approaches turned into sales)