CêlaVíta, in cooperation with media agency STROOM, has launched its new campaign. Central is the big idea: 'together we are the new generation of potato eaters'. To respond well to the wishes of this new generation, CêlaVíta is constantly innovating its potato products. Based on the consumer need 'to be able to put a healthy meal on the table quickly and easily', CêlaVíta has for example further reduced the cooking time of the potatoes. Reason enough to put CêlaVíta back in the spotlight via a striking creative concept and an intelligent media strategy. A radio campaign was chosen to reach a wide audience, supported by online video and social media for product visibility. The campaign was developed in close cooperation with advertising agency FamaVolat and digital agency WeConnect.
The campaign
In the campaign for the reduced cooking time of CêlaVíta's Cooking Potatoes, we want to strike an emotional chord, reflecting on the moment of eating together. The creative concept that FamaVolat developed with table questions plays directly into this: after all, the shorter preparation time in the kitchen gives more time at the table for a nice conversation. CêlaVíta's campaign therefore includes various table questions for inspiration. In the online video we see different eating moments, as we know them from CêlaVíta's previous brand commercial. In this case, the video concludes with a father and daughter eating potatoes, with the daughter asking her father a surprising question. The girl's energetic voice also appears in the campaign on radio, with a different table question each time. The message regarding the reduced cooking time and the triggering table questions is also deployed via social display.
This fall, CêlaVíta launched a partnership with the Van Gogh Museum. The museum has an inspiring exhibition specifically about the masterpiece 'The Potato Eaters' until February 13, 2022. The 'old' generation of potato eaters (from Van Gogh's time) is so beautifully linked to the new generation of potato eaters through this partnership. Through CêlaVíta, awareness for the exhibition is increased. The partnership with the museum also gives an extra layer to CêlaVíta's own campaign. To this end, the concept of the table questions has been translated to the Van Gogh Museum. This is well reflected, for example, in the branded content partnership we set up with radio station 100%NL together with STROOM .
Interview Amal Kamar, Marketing Director of CêlaVíta
Can you briefly introduce yourself?
My name is Amal Kamar. 2 years ago I joined CêlaVíta as Marketing Director. Since January this year, I have also been in charge of R&D product development. Before this, I have worked at different companies, mostly within FMCG, on local and global brands, such as Sanex, Zwitsal, CoolBest and DubbelFrisss.
What makes working for CêlaVíta so interesting/different from the previous Food brands you worked for?
It is a wonderful, local product. The goodness of the potato has been somewhat forgotten. Totally unjustified, because it is a sustainable crop that deserves much more credit. We get our potatoes from CêlaVíta growers in the region: an 80km radius around Wezep. We wash them in Veluwe spring water, peel the potatoes and blanch them. Every day about 10 full trucks leave here for our retailer partners in the Netherlands. A fresh product with a short supply chain is something wonderful to work on.
If you look at the market, what role does the CêlaVíta brand have?
We often talk internally about the locomotive-wagon model, where CêlaVíta is the locomotive to get the category moving. We do this through relevant product innovations/renovations but also communication and activation.
In what ways are you working to grow the brand?
Byron Sharp's brand salience where physical and mental availability is the starting point is guiding for us. It gives direction to our themes (The CEPs: Category Entry Points) and our media strategy in which we strive for as much continuous (perceived) presence as possible. For the latter, we deploy communication on various touch, tell and sell layers throughout the year.
What are you looking forward to in this campaign?
We managed to significantly reduce cooking time. Very relevant for consumers who want to put a healthy meal on the table quickly. We are very excited about the creative concept we found to communicate this. We are also deploying a slightly different resource mix, we are very curious to see what this will do. The first reactions are very positive. In addition, the activation with the Van Gogh Museum has started as an extra layer within this campaign. We are so proud of this. We hope for a beautiful end result!
What energizes you, privately and professionally?
Before, I loved going out to eat. Preferably to a different restaurant every time. With Corona that has become a lot less. But I still try to cook something new twice a week, because I like it and because I am curious and like to try new things. Professionally, I get energy from 'building', putting something down. Coming up with a good plan and executing it, whether it is new product development or communication.
Fun those table questions! Tell me, when was the last time you were in the purée?
Haha, good question huh! I have to think hard for a while. I once got stuck in Bali because of a volcanic eruption. Really I wasn't in the purée fortunately, but fun is different.
Read more about the content strategy around this campaign here: https://stroom.com/portfolio-item/celavita-brand-relevance-increase-in-the-new-generation-potato-eaters/