DELIVERING TRUE VALUE by UM for Woolworths

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DELIVERING TRUE VALUE

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Industry Supermarkets
Media Promo & PR, Case study
Market Australia
Agency UM
Released July 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: COLES
Product/Service: SUPERMARKET
Date of First Appearance: Jul 8 2009 12:00AM
Entrant Company: UM , Melbourne, AUSTRALIA
Client Services Director: Tom Andrews
Communications Director: Peter Butler
Media placement: TV - National - 07/07/2009
Media placement: Point Of Sale - National - 07/07/2009
Media placement: Online - National - 07/07/2009

Results and Effectiveness
For supermarkets, success is measured through sales. The sales we achieved across the four campaigns communicated through MasterChef were nothing short of outstanding. * Lamb sales up 191% on previous fortnight * Chicken up 42% * Pork Loins up 13% * Banana Prawn up 190% Shoppers had not only been exposed to the messages, but that they had been enticed by the recipes and believed in Coles' fresh and quality ingredients. The “Value Meal” offering was no longer compromised as the shopper could see that we delivered on both affordability and quality – offering true value from Coles.

Creative Execution
Feeding the family for under $10 was the solution to deliver value to the Coles consumer, usurp Woolworths’ position as the Fresh Food People and ultimately differentiate Coles as a helpful supermarket that delivers true value. However, people didn’t believe they could feed the family for under $10. We needed to prove it. The new TV programme MasterChef was just launching in Australia. Through negotiations we were able to secure a segment in-programme where the contestants shopped at Coles and had to deliver a healthy meal for the family for under $10. We also negotiated the use of chef and MasterChef judge George Columbaris in Coles advertising to cement the association with the programme. From the couch to the checkout, the idea was seamlessly integrated across all communications channels: TV, online, print, catalogue and right through to point-of-sale.

Insights, Strategy & the Idea

Coles and Woolworths operate as a duopoly in the supermarket category in Australia. Both supermarkets communicated ‘value’ to their customers through price. Woolworths had positioned itself as the ‘Fresh Food People’ for many years and Coles was still struggling to find its position. Objectives: Business: Differentiate Coles from Woolworths * Marketing: Give consumers a reason to choose Coles over Woolworths * Communications: Show the consumer that Coles understands what true value means to the consumer. Through research we discovered that for shoppers value wasn’t just about price – it also included quality product, strong service and assistance with day-to-day lives. During the global financial crisis, families were giving up a dinner out and replacing it with cooking something exciting with 500 grammes of mince. From this, our idea was born: Feed the family for under $10.