KID'S GOURMET CLUB by Initiative for Vitam

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KID'S GOURMET CLUB

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Industry Butter, Edible oil & Fats, Grocery and Other foods
Media Promo & PR, Case study
Market Greece
Agency Initiative
Released March 2011

Credits & Description

Category: Best Consumer Engagement
Advertiser: UNILEVER
Product/Service: MARGARINE
Media Agency: INITIATIVE MEDIA, Athens, GREECE
Media Director: Valia Sakkou (Initiative Athens)
Media Manager: Emmanouela Markou (Initiative Athens)
Media placement: Newspaper - Eleftherotypia - 27/03/2011
Media placement: Magazines - Gourmet - 03/04/2011
Media placement: Magazines - Epsilon - 29/05/2011

Insights, Strategy & the Idea
Vitam, a margarine spread, has been leading the market as a favourite cooking ingredient in Greek household for the last 50 years.
However, consumer research has shown declining loyalty and frequency of use for Vitam, at very fast rates, especially among young mothers in the last two years. The task for 2011 was to address the declining loyalty, reversing the trend. As mothers and kids are the heart of the Greek household, the way to do this, was to remind Vitam as a family brand.
The Trojan Horse was the insight that young mothers/parents are looking for enjoying activities to participate in with their kids during the weekend and that cooking is a trend becoming popular among them. Thus, we decided to approach mothers by offering them free cooking lessons to join with their kids during weekends, exploiting the BIG IDEA “KID’S GOURMET CLUB”.

Creative Execution
The Big Idea was implemented with the most popular chef in Greece and, in co-operation with leading monthly cooking title, included in the family pack of a Sunday newspaper, we created Kid’s Gourmet Club.
Under this platform 2 cycles of free Sunday cooking seminars for kids and parents took place under the supervision and facilitation of the popular chef, during brands seasonality (pre-Easter, Back-to-school period, pre Christmas etc).
The communication program of the activity included invitations/insertions and after publicity with reportages in print with photo material and recipes from the cooking seminars, in order to cover target group that did not have the chance to participate. On top, after the end of each seminar cycle, a special section of the magazine was dedicated to the seminar.
The phone calls for participation exceeded anticipation, and we had to schedule more seminars to cover demand!

Results and Effectiveness
The participation calls exceeded anticipation.
The constantly declining trend of brand's loyalty has been stabilised among young mothers at the end of 2011 at 49.6 and frequency of use was increased by 16%.
The successful activation will continue in 2012, in order to have a positive effect on loyalty trends of 2012.