Mccain Foods Promo SCHOOL VEGGIE PATCHES by Ogilvy & Mather Melbourne

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Industry Pre-Cooked Meals & Frozen Food
Media Promo & PR
Market Australia
Agency Ogilvy & Mather Melbourne
Creative Director Greg Edwards
Designer Warren Sheen
Released May 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Date of First Appearance: May 21 2010
Entrant Company: BADJAR OGILVY, Melbourne, AUSTRALIA
Entry URL:
Former Chief Executive Officer: Don Jeffery (Badjar Ogilvy)
Senior Account Director: Lucy Whittemore (Ogilvy Action)
Group Account Director: Lucy Houldsworth (Badjar Ogilvy)
Creative Director: Greg Edwards (Badjar Ogilvy)
Account Manager: Victoria Beranger (Ogilvy Action)
Designer: Warren Sheen (DT Digital)
Account Manager: Justin Rolfe (DT Digital)
Project Manager: Camille Heaney (Alpha Salmon)
Business Director: Jeremy Leonard (Fuse NZ)
Media placement: Packaging - In Store - 21st May 2010
Media placement: In Store Point Of Sale - In Store - 21st May 2010
Media placement: TV Campaign - National Networks - 9, 7 & 10 - 13th June 2010

Describe the objective of the promotion.
McCAIN needed a unique platform to reinvigorate the category (and the trade), build brand loyalty, preference and trust in McCAIN frozen veggies, and get consumers more actively engaged with the brand and category, driving McCAIN’s proposition of ‘Goodness from the earth… it’s all good’.

Describe how the promotion developed from concept to implementation.
Based on the insight that in times of increasing obesity, children are more likely to eat veggies if they are involved in the process of growing, harvesting and cooking them, the solution was to develop an integrated collector program providing primary schools throughout Australia and New Zealand with veggie patch equipment and classroom resources. The program was designed to educate kids on the origins and health benefits of eating veggies whilst also reinforcing the association between McCAIN frozen vegetables and fresh vegetables - both are from the goodness of the earth.

Explain why the method of promotion was most relevant to the product or service.
The integrated McCAIN School Veggie Patches program used a wide range of communications to drive the promotion including:

On pack collector promotion and In store activation: to disrupt ‘mum’ at the point of purchase, and give her a reason to purchase McCAIN frozen veggies over competitors, on an ongoing basis.
TVC: to drive awareness and reach of promotion.
Website: for registration, redemption and education.
DM: to drive awareness and registration with primary schools.
eDM: continuous personalised dialogue between brand and schools throughout program.
PR: to drive local and regional amplification.

Describe the success of the promotion with both client and consumer including some quantifiable results.
29% of all Australian primary schools participated in 2010 reaching 1million families. received around 41,000 website visits with an average 4.5 minutes spent on the site.
62,000 barcodes were sent in by primary schools and close to 3,000 veggie patch items were redeemed by primary schools.
The campaign was a Parents Jury FAME award runner up with all other nominees being ‘fresh’ foods.
McCAIN School Veggie Patches will kick off again in 2011.