Marketing Levy Update Olivia Grey Marketing Manager

Transcription

1 Marketing Levy Update Olivia Grey Marketing Manager

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3 Nielsen Homescan MAT 11/08/ % Household Penetration Shopping an average of 13.6 times per year Purchasing 1.1kg per shop Spending $3.6 per shop

4 Winner of 2 Parents Voice Awards

5 Now the #5 Preferred Snack March/May 2017 May/June 2018 #6 #5 Edentify Consumer Tracking

6 Upward trend in our TA as a snack eaten most often Edentify Consumer Tracking

7 Edentify Consumer Tracking People More Likely to Purchase

8 Increase in Ad Recall March/June 2017 May/June % 19% Edentify Consumer Tracking

9 What does this mean for 2018? Challenge Solution Right People Right Time Right Place

10 More Crunch More Often

11 Apples Strategy SIP OBJECTIVE Grow demand in both domestic and export markets to increase the value of the marketable harvest OBJECTIVE KEY MESSAGE AUDIENCE Increase frequency of shop by positioning apples as the ultimate healthy, convenient, on the go snack Get your crunch on with Aussie Apples Primary: MGB Secondary: Young transitionals and Families with a child under 15 STRATEGIC PILLARS Drive consideration during key snack times Build varietal knowledge Inspire use of apples during snacking occasions Educate consumers on health benefits Commercial in Confidence

12 TV: 8 weeks on Air Reaching 35% of our audience 2 or more times TV Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec

13 Digital: 15 weeks on Air Reaching 5 million Millennials Grocery Buyers New for 2018!

14 Radio: 10 weeks on Air Reaching 2 million New for 2018! School pick up and drop off To and from work and the shops Radio Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec

15 Cinema: 4 weeks on Air Reaching 1.4 million Cinema Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec

16 PR: KPI: 5M Reach

17 Other Activity Aussie Apples Facebook Aussie Apples Website Events

18 Export Taste Australia Trade Shows Taste Australia Retail Hong Kong In Country Marketing Co-Promotion Export Asia Fruit Logistica World Of Perishables China FVF

19 Other Activity: Usage & Attitudes Study Triggers and barriers to purchase Varietal awareness and preference Purchase Hierarchy Consumption behaviour Brand equity measures Substitutability

20 Other Activity: Harvest to Home

21 Pears

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23 Nielsen Homescan MAT 11/08/ % Household Penetration Shopping an average of 6.9 times per year Purchasing 900g per shop Spending $2.10 per shop

24 Edentify Consumer Tracking Steady increase in purchase intent

25 Edentify Consumer Tracking Increases in Purchase Frequency

26 Not understanding how to choose ripe pears is a barrier to purchase 1 in 2 would buy more pears if they could judge if they were ripe Sampling Feedback Edentify Consumer Tracking

27 Pears Strategy 2018 SIP OBJECTIVE Grow demand in both domestic and export markets to increase the value of the marketable harvest OBJECTIVE Increase penetration and purchase frequency of pears by giving consumers the confidence to pick, ripen and use pears AUDIENCE Primary: MGB Secondary: Young transitionals and Families with a child under 15 STRATEGIC PILLARS Educate consumers about pear ripening Build knowledge of pear varieties Inspire pear usage in different meal occasions Commercial in Confidence

28 Digital Reach: 4.5M

29 My Foodbook

30 Print 1.9M Reach

31 PR KPI: 5M reach

32 In-store Sampling 200 Coles and WW Stores nationally

33 Export Taste Australia Trade Shows Taste Australia Retail Hong Kong & Thailand In Country Marketing Co-Promotion Export Asia Fruit Logistic World Of Perishables China FVF

34 Hailstorm Heroes

35 Hailstorm Heroes Campaign: SA and NT Foodland Catalogue Foodland Display

36 Bespoke Packaging and In-store Sampling Packs for Coles, Aldi and Independents WW odd bunch stickers

37 Social Media and Radio 2 Facebook posts Reach KPI: 250,000 Actual: 285,000! 30 sec Radio Spots 6 weeks on air Reach KPI:: 201,000 Actual: 254,432!

38 PR Campaign: 100 clips with 4.5million reach

39 Concept Submission Form: It s easy!

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