Creative strategy for Innocent Veg Pots.

2. Brief:
Develop a strategy and campaign for Innocent
Veg Pots that is both innovative, engaging and
creative.
Take insights about the audience and the
market and combine them with wider digital
trends and behaviours.

3. Contents:
• What are we trying to do?
• Who are we talking to?
• Insights
• Strategic direction
• What do we want people to think / feel / do?
• TOV
• Creative thought starters

4. So…What are we trying to do?
We need to drive engagement and trial
specifically by Office Louises, to expand the
loyal base group and maintain a continuous
conversation throughout the year.
“I’ve got 99 problems… but LUNCH ain’t one!”

5. …and who is Office Louise?
• 25-34
• Ambitious & busy
• Professional, Mum, Veggie, dieter
• 50% Lives in London
• They want a healthy, tasty, & filling lunch
• Experience & variety is important
• They dislike monotony

6. What are the cultural insights relevant to the task?
Lunchtimes have become less healthy.
They are often too short, sat in front of a
screen, and eaten alone with quick-fix food.
We have lost the social component of eating.

7. What are the engagement insights relevant to the task?
• Eating well is a popular lifestyle trait people like to project through social networks
• Using Twitter, Instagram, 4SQ, Facebook & Pinterest.
• Office Louise often multi-tasks her workload with checking social networks.
• Video has been predicted to account for 90% of web destinations in 2013*

8. What does the brand/product/service offer? How does it make people think and feel ?
• Innocent is a healthy, natural and wholesome product that helps you
feel human again.
• Veg Pots beat supermarkets on taste, restaurants on price, and
packed lunches on cool.

9. What is the strategic direction?
We want to make eating social again!
Align Veg Pots with improving lunch overall, in
terms of health, cost and social interaction.
Leverage the culture of eating together (good
for office, mums & dieters) and put the veg pot
at the centre of that behaviour.
Bring back the lunch hour!
Spark a movement and call to action through
social media.
On-pack design needs to embody the idea.
A specific social media campaign to drive
footfall and purchase

10. What do we want people to think / feel / do as a result of this activity?
We want people to feel inspired and motivated to
participate and think it is good to eat well together.
We want people to think it’s worthwhile reviving the
lunch hour.
It is an hour of wholesome pleasure for everyone and
this hour of goodness starts with a veg pot.
We want women to buy a multi-pack to share like they
do a bottle of wine at the bar.

11. Proposition: Veg pots are a healthy way to enjoy lunch together again!

12. What is the right tone for the brand?
• Fun. Natural. Intelligent. Personal Conversation. Honest. Engaging.
• Innocent has a sense of homemade, warm and random humour.

13. Creative Thought Starters…

14. #LunchClub

15. #LunchClub
#LunchClub offers a continuous conversation
throughout the year and a reason for an
emotional and multi-pack purchase.
• Lunch club is about bringing back and
owning the lunch hour.
• Escaping the desk is good for office
girls, mums and dieters to take social action
and enjoy eating together again as part of a
healthy lunch lifestyle.
• Social media, print, and on-pack multi-
packs will be used to drive awareness.
• Encourage lunch clubs to either check-in or
share their photos via Instagram, facebook
and Twitter.
• Share videos via Vine on Twitter

16. Twitter campaign
Recruit as many followers as
Possible into you #lunchclub to
Drive down a group discount on
Veg Pots. 6= 60p off
Example:
Who wants to join my @innocent #lunchclub?
@spoonybear I’ll join your #lunchclub
Drives:
• Engagement
• Challenge
• Advocacy
• Store footfall.
Extension:
#lunchdate for valentines & couples
#LunchClub

17. Make a Scene!
Brand and consumer interaction:
• Innocent to create their own vine shots where
followers can guess ( & RT for help) where the Veg Pot
is choosing to lunch on that day, for a chance to win
a hamper of Veg Pots for the office.
• Audience to generate content on where and who
they are lunching with. The best videos win prizes.

18. THANK YOU!