Mccain Foods Promo VEGGIE PATCHES GROWER & TRUCK TOUR by FUSE NETWORK LIMITED

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VEGGIE PATCHES GROWER & TRUCK TOUR

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Industry Pre-Cooked Meals & Frozen Food, Public Safety, Health & Hygiene
Media Promo & PR
Market New Zealand
Agency FUSE NETWORK LIMITED
Strategic Planner Virginia Pracht
Released July 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: MCCAIN
Product/Service: FROZEN VEGETABLES
Agency: FUSE NETWORK LIMITED
Date of First Appearance: Jul 1 2010
Entrant Company: FUSE NETWORK LIMITED, Auckland, NEW ZEALAND
Entry URL: http://www.mccainveggiepatches.com
General Manager: Jeremy Leonard (Fuse)
Senior Account Manger: Anjana Mani (Fuse)
Account Executive: Justene Taua (Fuse)
General Manager: Lyndsey Francis (Total Media)
Strategic Planner: Virginia Pracht (Badger Ogilvy)
Account Director: Lucy Holdsworth (Ogilvy Action)
: Lucy Whittemore
Media placement: Media Relations Started - Consy=umer Magazines, Regional And National Newspapers, TV And Radio, Online - 13 July 2010
Media placement: Experiential - Primary Schools, Supermarkets - 01 August 2010

Describe the objective of the promotion.
The McCain Veggie Patch program was developed to help drive awareness of where vegetables come from to school children, and encourage product sales to redeem for school gardening equipment.

With the Veggie Patch Program being developed Australia, with Australian advertisements and a shared 'prize' pool of gardening equipment for schools across Australia and New Zealand, the program was in grave danger of being rejected in NZ as being "yet another" Australian promotion being pushed into NZ.

The program needed to be brought to life in New Zealand.

Consumer media relations were also implemented for the first time in New Zealand.

Describe how the promotion developed from concept to implementation.
We needed to give New Zealanders ownership of the program and develop and generate media stories to drive awareness.

We transformed a 1942 Chevy truck and developed the McCain Grower to tour the country, giving school sand incentive to join the veggie patch program and get a visit from the McCain Grower to teach kids about growing vegetables and get them engaged in the program.

We then integrated a sales promotion with supermarkets and took the truck and grower to the stores in order to drive support for the program from HHS and immediate sales of product.

Explain why the method of promotion was most relevant to the product or service.
The grower and truck was hugely appealing to the school children and beneficial for schools as an educational aid, and gave a interesting story to drive media relations around.

The grower and truck also created extremely high awareness and interest wherever it went, giving it massive presence at stores and engaging shoppers as they entered supermarkets.

The link from school veggie gardens to McCain frozen vegetables in the freezer was reinforced through unprecedented media exposure everywhere the truck visited and word of mouth from school children to parents.

Describe the success of the promotion with both client and consumer including some quantifiable results.
New Zealand recruited more than twice the number (per capita) of primary schools into the program than Australia - 66% NZ primary schools participated in the program, versus 29% of primary schools that participated in Australia.

42% increase YOY of McCain frozen vegetable sales across the period.

Over $300,000 of media coverage achieved.

NZ's two largest supermarkets sold out of McCain frozen vegetables during the grower and truck's 2 hour visit - (the first time this has happened for ANY product in their stores).

The Grower and truck were so successful the campaign is being replicated in Australia in 2011.