Rama Margarine: "CLARA IN FOODLAND" Promo / PR Ad by Initiative

Category: Best Use of Branded Content
Advertiser: UNILEVER
Product/Service: RAMA MARGARINE
Date of First Appearance: Apr 4 2009 12:00AM
Entrant Company: INITIATIVE , Buenos Aires, ARGENTINA
Vice President Latin America: Pablo Rodrigues (Initiative)
Communications Planner/Director Latin America: Victor Fernandez Lahore (Unilever)
Brand Development Director Spreads Latin America: Andrea Napolitano (Unilever)
Account Director: Robert Filshill (Borghierh Lowe)
Creative: Marcus Fernandes (Irmãos de Criação)
Vice President & Channel Director Discovery US Hispanic Networks & Discovery Kids: Bilai Joa Silar (Discovery Networks Latin America / US Hispanic)
Supervising Producer Discovery Kids: Adriano Schmid (Discovery Networks Latin America / US Hispanic)
Associated Director: Tamis Lustri
Media placement: TV - 13 x 90” capsules and 13 x 5’ episodes - Discovery Kids - 30/05/2009
Media placement: TV spots - 2 - Colombia RCN, Chile Megavisión - 07/07/2009
Media placement: Digital - discoverykids.com, miembarazo.cl, padresok.cl, playfm.cl, terra.cl, ahi.cl, face - 01/06/2009
Media placement: Magazines - Special Format - 15 min. Magazine - Colombia - 15/06/2009
Media placement: TV – episodes 5’ - Discovery Kids - 04/04/2009

Results and Effectiveness
• In every participating market, the brand's sales increased by 7% (Source: Nielsen) • “Clara in Foodland” became the top ranking show on Kids TV networks for both day parts (morning for kids and night for mums). (Source Ibope) • A qualitative study by Pearson Research concluded that Clara reached its goals. Mums appreciated both the nutritional value of Family Goodness and the show as a way to help their kids eat healthily. The outstanding success of Clara has ensured that the programme will continue to run on Discovery Kids in 2010, with prime positions for each new episode running Monday to Friday.

Creative Execution
A content centric strategy lead to the creation of “Clara in Foodland” original TV content which was educational for mums, entertaining for their kids, and supportive of the brand’s nutritional credentials. Using a two-stage approach, we first built the credibility and popularity of the property before fully exploiting it across all channels, where Clara became the centrepiece of a 360° communication programme. On TV, we targeted the key moments in the day when mums and kids watched TV together. Discovery Kids premiered the programme across 13 Latin American countries, before the programme ultimately made the leap to open TV in Mexico, Colombia and Chile. Beyond TV and traditional media Clara had an extensive digital presence, in addition to prize promotions, POS activation, SMS and MMS contests and interactive TV games. All these extensions helped leverage Clara’s popularity even further, and reinforce the link between Clara and the brand.

Insights, Strategy & the Idea
Although a daily intake of essential fats is recommended for kids' development, consumers across Latin America believe that margarines are neither nutritional nor healthy. The challenge for Family Goodness margarines was to reverse this perception, drive the credentials of the nutritional benefits of margarines and grow market share. Whilst Family Goodness margarines are found in fridges across the region, the perception that margarines are not healthy restricts consumption levels, especially given mothers' reluctance to give unhealthy food to their children. From research, we knew that mothers wanted to see their kids develop healthily, whilst their kids simply dreamt of growing up. But we also discovered that mothers and kids lacked information on healthy nutrition, and actively looked for information and guidance. This presented us with an opportunity – develop a platform which reinforced the nutritional credentials of Family Goodness margarines and provided nutritional guidance for both mothers and kids.