Stabburet Promo, Case study THE SOUP NAZI by Trigger

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Industry Pre-Cooked Meals & Frozen Food
Media Promo & PR, Case study
Market Norway
Agency Trigger
Art Director Alex Johansson
Released October 2011

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: STABBURET
Product/Service: KOKKEKLAR SOUPS
Creator/Consultant/Copywriter/Project Manager And Head Of The Account: Camilla Kim Kielland (Trigger Oslo)
Creator/Consultant: Preben Carlsen (Trigger Oslo)
Head Of Communications: Inger Marie Ingdahl (Stabburet)
Communications Director: Dag Olav Stokken (Stabburet)
Reconstruction Of Soup Kitchen: Morten Usterud (Sølvpilen)
Art Director: Alex Johansson (Trigger Oslo)
Media placement: Consumer PR, Entertainment PR: Groupon Deal: VIP Tickets To "The Soup Nazi" Event - Groupon And Social Media - 12-13 October 2011
Media placement: Consumer PR, Entertainment PR: Press Invitation - Several Channels, Including NRK, Dagbladet, E24, ANB, Side 2 - 14. October 2011
Media placement: Social Media: Facebook Event, Temporary Landing Page. - Social Media - 12-20 October
Media placement: Consumer PR, Entertainment PR: Radio Interviews, National Broadcasting - Radio Norge And P4 - 19. October
Media placement: Consumer PR, Entertainkent PR: Video Of Larry Thomas In Oslo, Event Teaser - ANB - 18. October
Media placement: PR-Event: Pop Up Kitchen In Oslo - Several Channels Such As NRK, Tv2, P4, Radio Norge, VG, Se&Hør, Scanpix - 20. October 2011, 2.5 Hours
Media placement: Consumer PR, Entertainment PR, Press Material From The Event - Several Channels - 20. October

Summary of the Campaign
Norwegian food producer, Stabburet, is launching a new line of quickly-made quality soup, 'Kokkeklar', to be sold in grocery stores. The paid media campaign starts...but is not very engaging. Stabburet wants to use PR to boost the launch and awareness of the new soup, and emphasise the quality aspect.

Soup is a low-involvement product. Our research showed that soup and humour connect. So we invited Larry Thomas, who played the legendary 'Soup Nazi' in Seinfeld, to serve soup to Norwegians from a kitchen looking like the one in the series. If there is one person who really symbolises soup quality it is him. Besides, an event like this would be a great instrument for Stabburet to get to talk about Kokkeklar in a relevant way.

The objective was to increase the brand awareness, emphasise the quality aspect and sell more soup.

Key PR elements and strategy:
- Use humour to get people to taste the soup in an engaging setting, by involving 'The Soup Nazi'.
- Create synergies between social and traditional media to get as many people as possible to talk about Stabburet's soup.

- More than 300 people were served 'Kokkeklar' soup in only 2.5 hours;
- User-generated content was produced and spread;
- 130 press articles including all major national channels;
- Sales increased 125%, and the fish soup became the best-selling frozen product in Norway.

Survey Results:
- 37% of all Norwegians heard about the event;
- 1 in 4 will buy the product.

The Situation

September 2011:
Stabburet launched a new brand of soup: Kokkeklar. The quality of this soup is the key message: They are developed by professional Chefs, and the ingredients are freshly frozen to keep its good taste and nutrition. Stabburet was not only launching a new product, but they were also entering a brand new food category dominated by much stronger brands.

Soup is a low-involvement product. How could we change that using PR as an instrument? Paid media started 6 weeks before our PR-activity, but its traditional commercials were not engaging people at all. Our challenge was to change that.

The Goal
Norway is a soup-eating country. The target audience is everyone eating soup, but especially grown-ups with no children living at home, and families with children. The Soup Nazi-episode of Seinfeld was recorded almost 20 years ago, and really appeals also to older people. That was important.

Our client had the following goals for this PR-activity:
- Get the consumers/customers engaged in their new quality soup;
- Increase awareness of this new brand, 'Kokkeklar';
- Emphasise the quality aspect, which is where this soup really differentiates itself from the others in the market;
- Increase sales in grocery stores.

The Strategy
Norwegians eat a lot of soup, but how do we get them to talk about soup and become ambassadors for a commercial product? Our historical research showed that soup has a tradition of being connected to humour: "Waiter, there is a fly in my soup", 'Supperaadet' (A classic Norwegian sketch) and Seinfeld's 'Soup Nazi'.

Our strategy was to use humour as an opportunity to get people to laugh and talk about soup once again. A PR-event with 'The Soup Nazi' was the instrument to get the attention we needed to get people to talk about Kokkeklar in a relevant way. This would increase the brand awareness and give people a unique opportunity to taste the product, in order to increase sales.

Our strategy was to use existing online media channels as our key platforms for sharing content in social media. Earned media was our way of informing people about our PR-activity.

We invited Larry Thomas, aka 'The Soup Nazi' from Seinfeld, to Norway. We wanted him to serve soup to ecstatic Norwegians from a pop-up kitchen that looked exactly like the one in the series. If there is one person who really symbolises soup quality it is him.

9 days before the event:
We launched a Groupon deal: 50 VIP tickets at kr100 to the soup kitchen. The Groupon reaches 400,000 Norwegians. That way we started a buzz already before the press release went out, and were guaranteed a long line before the kitchen opened.

7 to 0 days left:
Press invitation and follow ups. Buzz in earned media is massive, lots of linking from online articles. Ambassadors spread the message. Interviews with Stabburet. Guiding Larry. Radio interviews. Building the kitchen.

The event:
2.5 hours with 'No Soup for You' in the middle of Oslo. It's a success.

Documented Results
More than 300 satisfied customers waiting for soup on the day of the event.

User-generated content: Several people made videos of the event and posted them on YouTube - Great soup ambassadors!

The event created a positive buzz in social media, in several phases. More than 130 press articles, including all major national radio, TV and newspapers were released.

Kokkeklar sales increased 125% the same week we started talking about 'the Soup Nazi' event in earned media. The paid media campaign started 6 weeks before our PR-activity was official, so we really were the ones boosting the brand. Kokkeklar Fish: the best-selling frozen product in Norway.

At first, Norgesgruppen (40% market share) did not want Kokkeklar in their stores. After our PR-activity and the sales explosion, they changed their mind.

Survey Results:
- 37% of all Norwegians heard about the event;
- 1 out of 4 will buy the product.