40|Retail News|December 2018|www.retailnews.ie
ECR Awards The success of Rockshore shows how important it is in NPD to understand the audience, the product and the best way to bring them together.
Aoife Bambrick, HB Brand Manager, Unilever. a leaderless category with little choice and even less excitement. Heineken 0.0% was developed to introduce life to the alcohol free category and tie it to the healthy living trend. Heineken Ireland invested significant time and energy securing buy-in from stakeholders in the supermarket and off-trade. The high level through-the-line advertising campaign was supported by a shakeup of the alcohol free offering in-store, all leading up to the same objective: to make an alcohol free choice a tempting choice. The results from the launch were certainly worthy of winning the award on the day. Evaluation of the results showed that 60% of purchasers were entirely new to the category; category spend and value doubled as a result of the addition of Heineken 0.0%; and the category now clearly has a leader, with Heineken 0.0% claiming a 50% share. The launch of Heineken 0.0% achieved stunning results for the category and was a very worthy winner of the 2018 awards. Rockshore Irish Lager Sinéad Conmy from Diageo revealed how insights, even in mature categories, can deliver significant value, as was the case with the launch of Rockshore Irish Lager, which is fresh, Irish and designed to capture the imagination of the busy Irish millennial. With over 10m units sold already, the product is clearly connecting with its customer and it has attracted new buyers, with one in four purchasers new to the category. The Rockshore roll-out employed a multi-faceted approach to connect with its intended millennial customer by tying above-the-line advertising to digital marketing and in-store experience, while also employing a very strong focus on post purchase interactions.
Creative Volunteerism Kerry Foods’ Dairygold nomination was worthy both for its execution and the detail, Make a Minute for Micro Volunteering was an innovative and creative campaign that made a real difference to the lives of those involved and created a deeper connection with the customer. Micro-volunteering is crowd sourced volunteerism, combining small amounts of free time with creative use of technology to allow people to perform small acts of volunteerism. Dairygold engaged their customers with the notion that they could make a difference in the time it takes to wait for the toast to cook. Over 66,000 Irish people visited the landing page and the campaign delivered over 22,000 acts of volunteerism, which is tremendous. The campaign also delivered an almost 25% uplift in volume and almost 12% increase in revenue through SuperValu stores. Dairygold’s growth was 4% ahead of the category during the campaign, so not only was Kerry Foods helping people to make a difference but the brand was reaping a clear reward as well. A great finalist on the day and a wonderful example of just how creative campaigns
are becoming in the FMCG arena. PepsiCo’s Perfect Match? Pepsico and Walkers Perfect Match World Cup Activation demonstrated how real world and digital events are no longer distinct from one another. The World Cup was a huge global event and it was always going to give a lift to sales of products such as crisps and soft drinks, but Walkers wanted to rise ahead of the tide and its World Cup Activation tied real life to digital in an impactful manner to create disruption and theatre that tied in to the theatre on the pitch. Tailored in-store activations and foyer take-overs brought above-the-line and digital advertising to life at the Point of Sale. The chance to meet players like Lionel Messi in real life sent the digital competition into a spin, as Walkers made its link with the World Cup ubiquitous in the minds of customers. Although Walkers did have the World Cup event to leverage, they were not the only brand looking to do so, and it was only by combining all aspects of the process into a meticulous process that they were able to so successfully cut through the noise in the market. This activation clearly demonstrates how digital and real are simply aspects of the same experience in modern marketing and made the campaign a strong finalist for the 2018 awards.
Michelle McGreal, Goosebump, and Sinead Conmy, Category Development Manager, Diageo.