Effie Awards

WE GAINED A GOLDEN EFFIE IN THE CATEGORY LONG TERM FOR CAMPAIGN "IDEA FOR LUNCH EVERY DAY" FOR BRAND WINIARY (NESTLE POLAND).

PRODUCT NAME WINIARY „Idea for…”
PRODUCT TYPE FIX (recipe for a dish + mix of spices)
CATEGORY Long term
CAMPAIGN TITLE Idea for dinner every day
CAMPAIGN REACH Countrywide
CLIENT Nestle Poland
AGENCY Legend Group
MEDIA HOUSE Mediaedge:cia

MARKET CONTEXT

FIX market was established in the mid-Nineties by our main competitor. Over the next years Knorr strongly and continuously invested in communicationbecoming synonymous for the category. Until 2005 our Cliententered the FIX market twice, however he wasn’t able to endanger the positionof Knorr. In XII 2004 FIX market was strongly consolidated (two mainplayers) and relatively small (64,3 mln PLN MAT ON2004, Nielsen). Penetrationwas low (26% GFK) similarly to usage frequency. The market was slowlydeveloping, however the market dynamics was decreasing year-on-year –increase of 5,3% in 2003 and 2,7% in 2004 (Sales volume in 1000kg, Nielsen).

INITIAL BRAND POSITION

In the beginning of 2005 Knorr brand was unquestioned category leaderboth in market shares and in consumer awareness. Previous Client’s campaignsbased on me-too strategy, despite investments, didn’t bear a fruit.Winiary had 18% of market vs. 79% Knorr shares (FM2005 MS volume initems, Nielsen). It became clear that without new strategy we will not beable to endanger competitors’ position. We needed to face dual challenge:
1. We had to endanger position of leader, which was identified with category.We knew, that for Knorr this market is strategic and prospective one.We expected all-or-nothing fight. In such a tough situation we needed tobe distinguished from the competitor, built Winiary Fix awareness, persuadeconsumers to trial and gain significant market shares.
2. To achieve that, we needed to attract new users and significantly enlargethe category, which after longstanding market appearance, haven’tgained popularity among wide audience. Additionally we needed betterexplanation of product concept, which despite strong category communicationwas incomprehensible and the majority of consumers haven’t seenclear benefits of category.

CAMPAIGN OBJECTIVES

YEAR 2006:
OBJECTIVE 1: increasing spontaneous brand awareness from 14,4% to 20%
OBJECTIVE 2: increasing market shares in items from 26,13% to 30%
OBJECTIVE 3: increase of annual penetration “Idea for...” from 13,6% in 2005
to 16% in 2006
OBJECTIVE 4: increasing Fix category annual penetration from 30,8% to 33%
OBJECTIVE 5: increasing trial “Idea for…” from 23,4% to 25,9%
YEAR 2007:
OBJECTIVE 1: increasing spontaneous brand awareness from 24,6% to 27,6%
OBJECTIVE 2: increasing market shares in items from 31,95% to 36%
OBJECTIVE 3: increase of annual penetration “Idea for...” from 17,8% to 24%
OBJECTIVE 4: increasing Fix category annual penetration from 34,2% to 40%
YEAR 2008:
OBJECTIVE 1: increasing spontaneous brand awareness from 30,9% to 35%
OBJECTIVE 2: increasing market shares in items from 38,1% to 45,5%
OBJECTIVE 3: increase of annual penetration “Idea for...” from 25,5% to 30%
OBJECTIVE 4: increasing Fix category annual penetration from 41,6% to 43%

TARGET GROUP

Category consumers were young, modern and wealthy inhabitants of bigcities. To realize our objectives we needed to popularize the category. Themessage was targeted to women aged from 25 to 40, with average earnings,who cook every day for their family and are other brand category users.They live in the cities – not necessarily big. They often seek for inspiringideas for dinner.

STRATEGY: MAIN IDEA AND ITS JUSTIFICATION

We knew, that the FIX concept is incomprehensible for majority of TG. This isthe reason why we decided not to position the brand as FIX, but introduce itunder new name, which will clearly explained category benefits using languageunderstandable for our consumers. The majority of polish women,despite heavy workload, cook everyday for their families and are lookingfor new ideas for dinner. That’s why they like fast and easy in preparationfood as well as appreciate help in kitchen that is offered by WINIARY. Usuallythey reach for the same tried and true recipes, but on the other handthey are afraid of monotony. Unfortunately they have little time to try newdishes, and experimenting brings the risk of culinary failure. We wanted toshow that Winiary can help them to handle daily problem “ I don’t have anidea for dinner” delivering ready solution together with instruction (recipe+ shopping list) and guaranteed success (delicious taste thanks to appropriatespice mix). That’s why we created the name “Idea for…” explaining fixescategory and claim “ Idea for… dinner everyday” . Strategy proved to beeffective and in 2008 our losing shares competitor have started to copy ourcommunication concept with the campaign “What’s for dinner?”. Despite50% higher media expenses in 2008 Knorr was still losing. After 4 years ofconsistent communication “Winiary Idea for…” became market leader involume and the category synonym. We have managed to achieve that despiteof lower budget and product absence in the most popular discountchain.

CAMPAIGN RESULTS

Year 2006
RESULT 1: objective accomplished and significantly overrun. Spontaneous awareness “Idea for...” increased to 24,6%. The increase of 70% on previous period (source: tracking 2005-2009, SMG)
RESULT 2: objective accomplished and significantly overrun. Market shareincreased to 31,95% (source: RMS 2005-2009, Nielsen)
RESULT 3: objective is accomplished. Winiary Idea for.. penetration reached17,8% (source: HHP 2005-2009, GFK)
RESULT 4: objective accomplished. Category penetration reached 34,2%(source: HHP 2005-2009, SMG)
RESULT 5: objective accomplished and almost twice overrun. Trial reached44,2% (source: HHP 2005-2009, GFK)
Year 2007
RESULT 1: objective accomplished and significantly overrun. Spontaneous awareness “Idea for...” reached 30,9% (source: tracking 2005-2009, SMG)
RESULT 2: objective accomplished and overrun. Market share increased to38,11% (source: RMS 2005-2009, Nielsen)
RESULT 3: objective is accomplished. Winiary Idea for.. penetration reached17,8% (source: HHP 2005-2009, GFK)
RESULT 4: objective accomplished. Annual category penetration reached 41,6% (source: HHP 2005-2009, SMG)
Year 2008
RESULT 1: objective accomplished. Spontaneous awareness “Idea for...”reached 39,3% (source: tracking 2005-2009, SMG)
RESULT 2: objective accomplished and overrun. Market share increased to47,98% and Winiary Idea for became market leader. In next months consolidatedthe competitive advantage (source: RMS 2005-2009, Nielsen)
RESULT 3: objective accomplished. Winiary Idea for.. penetration reached32,2% (source: HHP 2005-2009, GFK)
RESULT 4: objective accomplished. Category FIX penetration reached44,6% (source: HHP 2005-2009, SMG