TOP FOOD EXPERTS NETWORK by Tempo OMD Athens for Arla Foods

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TOP FOOD EXPERTS NETWORK

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Industry Dairy products & Eggs
Media Case study
Market Greece
Agency Tempo OMD Athens
Released March 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: ARLA FOODS HELLAS
Product/Service: BUTTER AND CHEESE
Date of First Appearance: Mar 1 2010
Entrant Company: TEMPO OMD HELLAS, Athens, GREECE
Deputy General Manager: Takis Philippopoulos (Tempo Optimum Media Direction Hellas)
Media Director: Nady Tzortzidou (Tempo Optimum Media Direction Hellas)
Media Supervisor: Efi Strigli (Tempo Optimum Media Direction Hellas)
Media Planner: Dimitris Kapnoulas (Tempo Optimum Media Direction Hellas)
Media placement: TV - 100 PRODUCT PLACEMENTS - MEGA CHANNEL, ALPHA TV, NICKELODEON - 26 March 2010
Media placement: TV - 1000 BREAK BUMPERS & TAGS - MEGA CHANNEL - 30 September 2010
Media placement: TV - 100 SPOTS - NICKELODEON - 13 December 2010
Media placement: RADIO - 100 RECIPE FILLERS - GALAXY, ANT1 97.5 - 1 March 2010
Media placement: INTERNET - 693.000 BANNER IMPRESSIONS - www.megatv.com, www.nickelodeon.gr. - 6 December t 2010
Media placement: INTERNET - 4.500.000 PRE-ROLL IMPRESSIONS - www.megatv.com - 5 August 2010
Media placement: MAGAZINES - PUBLIS RECIPES / SPONSORING - GASTRONOMOS, VIMA GOURMET, BBC OLIVE - 7 March 2010
Media placement: MAGAZINES - ARTICLES - LIFO - 25 March 2010
Media placement: EVENT 1 - MASTER CHEF - MEGA CHANNEL - 18 September 2010
Media placement: EVENT 2 - STATE SCHOOLS - CITY - 16 April 2010

Insights, Strategy & the Idea
Arla Foods is a Danish dairy company active in Greece in 2 very competitive markets: Cheese & Butter.
The goal was to build market share for cheese and defend market share for butter.
The challenge was that Greeks prefer Greek cheese brands, while margarines severely attack butter in its health territory!
We had to develop a communication that would outsmart competition and break through the barrier of origin. The latest food trend was a compelling insight: “Greeks love cooking related contents!“
Our idea was to create a network of Top Greek Food Experts -Top chefs & nutritionists - and their media vehicles to get into the consumers hearts and eventually into their stomachs.

Creative Execution
We developed a 360° communication platform to place Arla into the everyday life of the consumers: TV, PRINT, WEB, RADIO and EVENTS.
In all media, popular chefs cooked with Arla products while journalists and nutritionists educated consumers of the benefits of healthy nutrition.
Our presence in cooking related vehicles was impressive and dominant:
• 100 product placements in TV Top Cooking Shows, over 1000 tags and break bumpers
• Many tailored made recipes in magazines
• Banners and Pre Rolls in websites cooking sections achieving high traffic to Arla site and over 100 recipe fillers in radio.
We also arranged 2 events: a business event of Arla during the Master Chef contest that was broadcast as a regular episode on TV and a sponsored event in public schools where state nutritionists educated more than 2000 children!

Results and Effectiveness
The results were outstanding and objectives were met!
In the Cheese Market communication created branded demand for Arla and achieved a 6% increase, while cheese competitors lost 8% of their shares!
In the Butter market Arla not only defended its share but increased SOM by 12%, while butter competitors dropped by 2%!