BARBECUE by DDB Oslo for Rema 1000

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BARBECUE

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Norway
Agency DDB Oslo
Director Knut Helgeland
Art Director Jens Petter Wærnes
Copywriter Tone Garmann
Producer Marianne Strandly
Released May 2009

Credits & Description

Category: Best Use of Television
Advertiser: REMA 1000
Product/Service: BARBECUE PRODUCTS
Agency: DDB OSLO
Date of First Appearance: May 4 2009 12:00AM
Entrant Company: DDB OSLO, NORWAY
Copywriter: Tone Garmann (DDB Oslo)
Art Director: Jens Petter Wærnes (DDB Oslo)
Account Director: Elisabeth Holter Schøyen (DDB Oslo)
Account Manager: Anita Norsett Dahl (DDB Oslo)
Inhouse Producer: Jessica Paine-Torsnes (DDB Oslo)
Producer: Marianne Strandly (Toxic)
Director: Knut Helgeland (Toxic)
Account Director: Diana Kverne (Carat Norge AS)
Media placement: TV Campaign 4 X 3 Spots - TV2, TV3, TVN - 04/05/2009

Results and Effectiveness
The campaign launch of their new barbecue products was one big success for REMA 1000. The client increased their market share by 1.6% resulting in a total market share of 20.3%. The total sale of barbecue products increased by 30% compared to the previous year. The sale of white meat (chicken and turkey) increased by 50%! REMA 1000's total income in 2009 was NOK 1.1 billion compared to NOK 825 million in 2008.

Creative Execution
REMA 1000 kickstarted the barbecue season by grilling "real time" on people's television screens. Different products were put on a flaming grill and properly barbecued "live" throughout the commercial break. The first spot runs at the very beginning of the commercial break and introduces a meat product – in raw condition. Halfway through the same commercial break, spot number two shows the same meat product - now semi-cooked. At the very end of the same commercial break, the last spot reveals the meat fully-cooked, grilled to perfection. The barbecue launch was the dominating television campaign for two consecutive weeks. The innovative use of media and the strategic placement of the many commercials challenged the networks to think differently about their commercial breaks. Consequently, a new format for television commercials was introduced: top, middle, tail.

Insights, Strategy & the Idea
The grocery store REMA 1000 wanted to launch their new range of barbecue products. REMA 1000 is recognised by the target audience for having a basic selection of groceries at low prices. Consequently, REMA is not the grocery store where consumers normally buy fresh meat and speciality products. A common understanding is that the brand is both smart and charming. This position is evident in REMA's slogan: "Everyone appreciates the value of simplicity". The strategic choice of media was television. In April, people look forward to and long for warm weather and outdoor activities. Studies also show that the preferred activity by TV viewers during the commercial break is preparing food. Based on these insights, we decided to trigger the appetite for barbecue by performing a "live" barbecue on people's television screens. The television was turned into a grill and the length of the commercial break served as a timer.