This is the story of how Feather Brooksbank helped Pomegreat become Pomebloodybrilliant.
1. THE POM STORY SO FAR...
We pick the Pomegreat story up at a time of massive change for the brand. Since its launch in 2004, Pomegreat has grown from a niche product to one which has gained full distribution in all five major grocery multiples. A hugely successful PR campaign implemented since launch got people talking Pomegreat ... especially in connection with the health benefits the juice brings.
Whilst PR established the brand's identity and got people's attention, an above the line media campaign was needed to convert the PR noise into actual sales. The media campaign began as the PR offensive finished, enabling us build on its success whilst isolating the media activity in direct relation to volume sales.
Feather Brooksbank were appointed by Chartered Brands in January 2006 with the specific brief to raise awareness and trial of Pomegreat. Chartered Brands wanted to raise brand awareness from 16% to 30% by the end of the year, and to increase trial by 50% from a level of 6% at the start of the year.
Pomegreat's existing customer base tended to be 45+ ABC1 with a female bias, and the main reason for purchase being for heart health. We were tasked with expanding this audience through identifying areas of highest growth potential, and emphasising additional reasons for purchase such as more general health benefits, taste and refreshment.
This is what we did...
2. SEEDING SUCCESS
Living the Brand...
We started our work on Pomegreat at a time of great potential for what is quite an unusual brand. The PR campaign implemented throughout 2004–05 had established the health credentials of the product, but the brand itself suffered from a lack of overall brand awareness and brand equity, despite distribution in all five of the UK's main supermarkets.
Most importantly Pomegreat had no direct competition as the UK's main pomegranate juice, allowing us to create a unique position through media placement.
We therefore started by asking some basic questions....
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Where does it sit on the shelf?
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What do people think of the packaging?
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Is it tasty?
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Would you buy it?
In addition to interviewing consumers across the five main supermarkets to gauge initial reactions, we conducted an Aegis wide questionnaire to gain further insight. Our findings proved invaluable to the media thinking behind the campaign.
“would drink instead of cranberry – maybe at breakfast or with vodka”
Females, 30s
“can you eat pomegranates?”
Male, 20s
“really nice – feels quite healthy – sweet”
Female, 30s
“I noticed that Sainsbury's are selling pomegranate already deseeded so its all ready for you. Also noticed that loads of the home/food mags are using it, must be trendy just now!”
Female 40s
From our initial work, we found out that:
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Pomegranates suffer from a poor initial perception, often through lack of knowledge about the fruit.
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There was general confusion about how juice can be made from a fruit that is “all pips”.
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The vast majority (90%) of people who tried Pomegranate juice said they liked it (70%) or thought it was ok (20%) (source: FB Research, sample size: 212).
3. POM'S PEOPLE
Who's Drinking Pomegreat? Who should be Drinking Pomegreat? How can we get them to Drink More?
Using TGI (Target Group Index), we segmented all drinkers of fruit/vegetable juice into like minded groups, based on their attitudes to food & drink, shopping and health.
Eight segments were identified, representing different sizes of the overall fruit/vegetable juice drinking market.
8 Audiences
These eight segments were then profiled against TGI Lifestyle data to paint a more in depth picture of their purchasing habits and attitudes.
Taking into account these lifestyle habits and looking at the percentage of the fruit drinking market each group represented, we concentrated on two segments – Detox/Retox and Back to Nature, together representing 24% of the market.
These two audiences were chosen specifically to enable us to achieve our objective of raising awareness, converting to trial and broadening the appeal of the product.
Our Back to Nature segment – older and upmarket – represented Pomegreat's existing audience. Our job here was to maintain this audience and encourage them to purchase more.
Back to Nature
Detox/Retox was the biggest segment in terms of size, offering the greatest potential for product growth. It also gave us the biggest scope for widening the appeal of the product beyond its health benefits, and presenting Pomegreat as a lifestyle commodity. This audience – a younger but still affluent audience – would allow us to be bold, brave and original in presenting a juice drink in environments where they least expected it.
Detox/Retox
4. (POME)GREAT THINKING
“Liquid Lifestyle”...a Refreshing Strategy
Our strategic thinking was based upon a need to build on the positive PR generated through the association with health benefits, but expanding that to reflect the product's unique attributes: – that pomegranates are the Super Fruit, and a unique sensory experience, and that Pomegreat is a highly visual product with a unique colour.
Knowing that 90% of people who tried Pomegreat liked it, we could afford to be bold and beautiful amongst the juice category. Appreciating that our new target audience (Detox/Retox) are constantly seeking new, stylish experiences in their daily lives, we ignored the traditional juice category media strategies to create a unique positioning for Pomegreat ... Liquid Lifestyle.
We therefore looked at ways in which Pomegreat could be seen as a lifestyle product for the Detox/Retox segment, whilst maintaining and engaging the Back to Nature audience through innovative and unusual media placement. This meant specific media positioning to connect the brand with fashion, beauty and interiors appealing to the Detox/Retox audience, and an association with food, travel and the arts for the older Back to Nature segment.
Across both audiences, we were consistent in our choice of bold, high impact media to bring the product to life, and create the sense that Pomegreat is more than just a health drink – it's a unique taste and lifestyle sensation.
Our media thinking helped inform the creative executions, which followed the strategy of being big, bold, and utilising Pomegreat's striking colour to create a visually impactful experience.
5. PULPED
The Media Campaign...
Our bespoke research tool CCS (Consumer Connection Study) enabled us to look at our target audience's affinity with specific media channels.1
Media Relationship Map: Detox/Retox
For our Detox/Retox segment, magazines, quality press and outdoor and cinema all proved to be real communicators i.e., media with which they were both heavily exposed to and most likely to notice.
Media Relationship Map: Back to Nature
For our Back to Nature audience, quality press, magazines, direct mail and online were particularly high-affinity media.
A multimedia approach was adopted to encompass the three key media targeting the two audiences, with online catering for the Back to Nature audience, and outdoor predominantly for Detox/Retox. Underpinning both audiences was a mixture of quality press and magazines, allowing us to directly position the brand in connection with different lifestyle pursuits.
Brand positioning
PRESS
Our press strategy deliberately connected the Pomegreat brand with a variety of lifestyle and leisure pursuits relevant to both target audiences, and with the particular press title.
In each case, the aim was to position Pomegreat in surprising, lifestyle environments designed to stimulate a reaction.
Guardian Weekend Magazine (Interiors)
ES Magazine (Fashion)
ES Magazine (Beauty)
Waitrose Food Illustrated (Weekend Breaks)
OUTDOOR
The outdoor element of the campaign aimed at Detox/Retox elevated the brand above competing advertisers through the bespoke selection of premier backlit sheetage in London. The locations were specifically chosen to target stylish London urbanites – panels were selected in areas such as Shoreditch, Camden, Islington, Clapham and Battersea. The bold nature of the format ideally complimented the “liquid lifestyle” proposition.
Camden Rd, Camden
Holloway Rd, Islington
Liverpool St, East London
ONLINE
The online element of the campaign targeted the Back to Nature audience through sponsorship of Saga Magazine's Online Health section, through a banner ad and an advertorial – both of which clicked through to the main Pomegreat website. 60,000 page impressions were bought at the start of the campaign across the two formats. The success of the campaign in generating 500,700 page impressions delivered an additional £55K of media value for the client.
Saga Online Advertorial
6. PIP, PIP
Success and the Future...
The campaign greatly exceeded expectations in terms of the awareness it generated, and the trial it encouraged.
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Overall prompted awareness amongst all adults grew from a pre campaign base of 12.6% (Jan 06) to 23.8% (November 06) – a 47% rise.
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Amongst our two target audiences, results were similarly impressive – a post campaign increase in brand awareness from 19% to 25% amongst the Detox/Retox segment – a 31% rise.
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For the Back to Nature audience, awareness rose from 12% to
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23% – representing a 92% increase.
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Most importantly, we know this rise in awareness translated into actual sales, as trial amongst all adults rose from 6.2% to 9.5% – a 52% rise.
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This enabled Pomegreat to be the only branded juice to add significant value in the Ambient Juice sector year on year – Pomegreat's 325% year on year value increase was offset by significant declines for both Ocean Spray and Del Monte.
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Adam Pritchard, MD of RJA Foods was delighted with the results ... “we know the timing was right for a product of this nature to really make an impact into people's lives. The media
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campaign perfectly built on the positive PR by expanding
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our target audience using an imaginative and unique strategy
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which set us apart from our immediate competitors.”
The success of the media campaign and the growth of the Pomegreat brand has enabled further investment in both product development and subsequently, in its marketing, ensuring 2007 will be ripe for further Pomebrilliance ...
ENDNOTES
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