Category: Best Use of Integrated Media
Advertiser: HEINZ
Product/Service: BIG 'N CHUNKY SOUP
Agency: EMITCH
Agency: IMPACT
Agency: RODEO
Media Agency: MITCHELL & PARTNERS, South Melbourne, AUSTRALIA
General Manager/Strategy: Tony Mckay (Mitchell & Partners)
Group Account Director: Travis Day (Mitchell & Partners)
Account Director: Danielle Gowling (Mitchell & Partners)
Account Manager: Lisa Vercoe (Mitchell & Partners)
Senior Campaign Manager: Karen Philippzig (Impact)
Campaign Manager: Julia Touzel (Impact)
Media Executive: Hugh Cameron (Emitch)
Key Account Director: Terence Thean (Rodeo)
Media placement: Pub Media - Coasters Printed With Redemption Offer And Male-Only 'washroom Media'. - 1st May 2011
Media placement: Experiential - Souped Up Road Trip - A Bespoke, Fully Branded Masculine Ute And 'soup Station' Which Travelled To 72 Locations. - 1st May 2011
Media placement: Online - Display, Social Media - Display And Facebook Integration Across AFL And NRL Web And Social Properties. - 1st May 2011
Insights, Strategy & the Idea
Heinz Big ‘N Chunky approached the 2011 soup season following 3 years of inactivity above the line and no new product development, up against a formidable competitor.
We were tasked with driving market share and brand preference with a modest budget of AU$479,000.
Communication objectives:
• “Own” the four-month long soup season
• Harness improved taste and packaging
• Reposition Heinz Big ‘N Chunky as the modern man’s preferred meal
The target audience of the ‘modern man’ is driven by family, mates, the pub, the footy, the races and his job. He sources information and inspiration from his mates, trade shows, expos, music festivals and hardware stores. He moves in environments with a great level of parochialism attached.
Our core insight, the DNA of the campaign, was to “create from within the tribe”. We set out to harness the power of these environments to build brand advocacy through context.
Creative Execution
We made Heinz Big ‘N Chunky part of the modern man’s tribe by being where he plays, works, shops and watches sport, interacting with them and sampling product to them (leveraging improved taste) to drive affinity and positive word-of-mouth.
Debunking soup norms, we recommended a non-traditional campaign that sought to build brand preference from within these fertile environments.
We set off on the Souped Up Roadtrip, sampling piping hot Big ‘N Chunky in 72 locations over 4 months all across Australia. The tribe loved the taste, bringing new users into the category.
We closed the sales loop by offering a brand new ute in a retail promotion.
We used pub media to communicate key variants and drive product trial.
We tapped into footy tipping, the most frequented genre for males online over the soup season, to further engage through digital and social media channels.
Results and Effectiveness
For the first time ever, Heinz became the leader of the Chunky Soup category with market share skyrocketing to 56.8%, almost doubling its nearest competitor in Campbells Chunky (29.3%).
We successfully brought new users to the category with 61% of total volume increase in major supermarket Coles representing incremental growth.
Big ‘n’ Chunky SKUs dominate: 7 of the top 10 Chunky SKUS are from Heinz and all 12 are in the top 16 of all Chunky Soups (out of 29).
Heinz Big ‘n’ Chunky now drives total Heinz Soup result, increasing Heinz total Soup market share, while Campbells declines.