MUM'S LIVER GRAVY by J. Walter Thompson Johannesburg for Mom

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MUM'S LIVER GRAVY

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Industry Ice cream & Cold desserts
Media Promo & PR
Market South Africa
Agency J. Walter Thompson Johannesburg
Executive Creative Director Ben Du Plessis
Creative Director Ronnie Malden
Art Director Chris Wellard, Sasha Whyte
Copywriter Julia Rutherford
Released February 2010

Awards

One Show 2011
One Show Collateral / P.O.P and In-store - Campaign Silver

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: NESTLÉ SOUTH AFRICA
Product/Service: ICE CREAM
Agency: JWT JOHANNESBURG
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: JWT JOHANNESBURG, SOUTH AFRICA
Executive Creative Director: Ben du Plessis (JWT Johannesburg)
Creative Director: Ronnie Malden (JWT Johannesburg)
Copywriter: Julia Rutherford (JWT Johannesburg)
Art Director: Sasha Whyte (JWT Johannesburg)
Art Director: Chris Wellard (JWT Johannesburg)
Business Unit Director: Davina Wertheimer (JWT Johannesburg)
Account Manager: Kim Cupido (JWT Johannesburg)
Head of Production: Heather Smith (JWT Johannesburg)
Media placement: Point Of Sale Dispensers - In-Store Around Nestle Ice Cream Freezers - 01/03/2010
Describe the objective of the promotion.
Increase sales by getting new users for our 2 litre Nestle Country Fresh tubs.
Describe how the promotion developed from concept to implementation
We’ve known for a while why the mums who don’t buy our tubs, don’t buy our tubs - they feel that they have less control over the ice cream. Kids (and most probably Dad as well) often raid the home freezer and if there’s a 2 litre tub of ice cream there, well, it doesn’t last too long. So our idea had to help mothers to become more efficient “gatekeepers”.
Describe the success of the promotion with both client and consumer including some quantifiable results
Three hundred mum shoppers were observed at point-of sale. On average each one of them spent 54 seconds at our freezers. That’s more than double the average time spent before our promotion.Without exception, mothers smiled when they saw our promotion and realised what it was about. Our promotion made mothers do what our product was designed to do. And it convinced them that we really understand them.And lastly, and probably most importantly, sales went up. Participating supermarkets saw a 9% increase in sales. And in this category, 9% is huge.
Explain why the method of promotion was most relevant to the product or service
Around 80% of mothers only decide to buy ice cream once they are standing in front of the supermarket freezer. So that's where we had to stop them in their tracks.We gave mum a way to hide the ice cream in her home-freezer. For each tub of Nestle Country Fresh she bought, she received a free “hidey cover thingy majingy” – a cardboard sleeve that, when pulled over the tub of ice cream, turns it into something no kid will ever be interested in.We created a fake new brand called “Mom’s”. The range consisted of three extremely unappealing but believable food dishes – Brussel Sprouts, Liver Gravy and Cauliflower.