GOOD ALONE, BETTER BETWEEN by McCann Oslo for Ostecompagniet (the Cheese Company)

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GOOD ALONE, BETTER BETWEEN

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Industry Cheese
Media Promo & PR, Case study
Market Norway
Agency McCann Oslo
Art Director Kjetill Nybo
Account manager Kathrine Støre
Released August 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: OSTECOMPAGNIET
Product/Service: SNOFRISK CREAM CHEESE
Agency: McCANN NORWAY
Date of First Appearance: Aug 23 2010
Entrant Company: McCANN NORWAY, Oslo, NORWAY
Copy: Sigurd Solberg (McCann)
Art Director: Kjetill Nybø (McCann)
Account Director: Kristin Kabbe (McCann)
Account manager: Kathrine Støre (McCann)
Planner: Anne Kirsti Melhus (McCann)
Assistante Art Director: Rune Tyvold (McCann)
: Jakob Thommesen (Animasjonsdepartementet)
: Martin Engh (Animasjonsdepartementet)
: Kristian Hammerstad (Animasjonsdepartementet)
: Devon Taylor (post) (Animasjonsdepartementet)
: Petter Jahre (Både Og)
: Joachim Sandvik (Både Og)
: Carina Musæus Moan (JCDecaux)
: Merethe Johannesen (MediaCom)
Media placement: TVC - TV2 - 28th Of August 2010
Media placement: Outdoor - Bus Shelter, Tram And Boards - 28th Of August 2010
Media placement: Radio - P4 Radio - 28th Of August 2010
Media placement: Print - VG, Dagbladet And DN - 28th Of August 2010

Insights, Strategy & the Idea
“Snøfrisk” has traditionally been marketed as a taste-enhancing ingredient for cooking, like cream. In order to meet the desire for a significant increase in sales volume, we redefined Snøfrisk as a spread that makes your usual sandwich ingredients taste even better. In other words, Snøfrisk belongs between what you already eat.

We developed the concept: “Good alone, better between.”

Creative Execution
We used somewhat untraditional surfaces in print, radio, TV and outdoor advertising to nip in with our quick message. The messages are deliberately kept plain and simple - just as we want consumers to experience Snøfrisk. Based on the sales figures, it certainly looks as if we were successful!

Results and Effectiveness
And the figures are clear - it was a sales success, too:
We had, initially, an ambitious goal: increase sales by 20%.
Both the basic idea about Snøfrisk's new role and the advertising concept itself were so popular among retailers and the trade that sales into the shops increased by 41%*.

And the attention the promotion created among consumers also exceeded all expectations.

And the attention the campaign created among consumers also exceeded all expectations. We had not reached halfway through the campaign when we achieved awareness on a level with a total estimated 3+ coverage on TV.