BiFi is a brand of meat snacks from the American snack company Jack Link's. BiFi-products are sold in Germany, Switzerland, Austria, Belgium, the Netherlands and Norway.
For 2022, BiFi had some tough goals including:
- Highlighting two product innovations in the Netherlands and Flanders
- Trigger consumers to consider BiFi more often when craving a savory snack.
Brand Health research found that despite BiFi's high assisted brand awareness, people do not always consider BiFi. STROOM developed a media strategy based on Byron Sharp's principles to increase brand consideration and drive trial.
Focus on region with greatest growth potential: Flanders
In the Netherlands, BiFi has built a strong position in the market in recent years. In Flanders, on the other hand, there are still many opportunities for growth. This is also easy to explain, as no substantial campaign has been conducted in this region before, while competition in the field of savory snacks has always been robust. In 2022, therefore, the focus shifted to Flanders. In the Netherlands, an entertaining campaign was conducted to maintain brand awareness and increase product awareness. By making a strategic choice and focusing on a different sales area, we can approach more non- and light users. This will ensure long-term growth for the brand.
The strategy: being present at relevant moments
Using Byron Sharp's growth strategies (How Brands Grow), STROOM developed a campaign strategy that capitalized on Catagory Entry Points: snack moments. This also made use of BiFi's Distinctive Brand Assets (DBAs); the orange color, the characteristic sausage and the use of eye-catching commercials with humor. In this way we increased the mental availability among consumers and took the first step towards lowering the threshold for choosing a BiFi sausage for savory cravings.
Media were used that can efficiently increase brand awareness (video), appeal to a broad and younger target group (TV in combination with online video) and provide visibility over a longer period (social). By choosing a media mix that is fairly flexible in terms of purchasing, we were able to respond quickly to product availability and have campaigns coincide with in-store promotions at supermarkets.
To increase the impact of the campaign, a high degree of consistency with in the creative concept was crucial: Positive Netherlands (formerly Havana Harbor) created a new creative concept for this purpose: "Almost too good to share." In the campaign, BiFi products were shown in different situations (at home, during work). Each of them focused on recognizable, funny situations in which someone secretly ate a BiFi sausage, but was caught anyway, after which the snack was shared. These videos, the DBAs and media choice made for a consistent and recognizable campaign.
https://www.youtube.com/watch?v=1WUp7bY-Kkk
The stakes: smart choices in media mix
TV billboards were used in both the Netherlands and Flanders to increase brand and product awareness. In order to reach a broad audience, broadcasts were mainly in the evening hours, which suited well in terms of snack time at home. TV is often a catalyst for the effect of other media and continues to prove cost-effective for reach.
To optimize reach in the younger 25-35 age group, online video was deployed at local broadcasters, YouTube and Facebook/Instagram. This was also specifically targeted at snacking hours (14-24h) to reinforce the relevance of the message.
In this online video deployment, the focus was on maximizing viewer attention by choosing premium video content, among other things. Deployment around premium content results in a halo effect, where the trust in the content partly reflects on the advertiser. In addition, we managed visibility on the big screen with connected TV (online video content viewed through the TV screen). The higher level of attention on the big screen ensures better transmission of the message, which in turn has a positive effect on brand awareness and consideration. In this way, we were able to take full advantage of the higher attention value of these media.
Result: impactful campaign across the entire brand funnel
By making a smart choice within media channels and not making the mix too big (focus on TV & online video) we were able to campaign for BiFi in several flights spread over the year within budget. Per flight, 50-60% of the target group was reached with BiFi's product innovation, while online and social video were used to transfer the message. From the results of the social media campaign we conclude that the content was above average for the target group with exceptionally high viewing ratios.
The flexibility was very nice, with both media and creation it was possible to respond quickly to changes in terms of distribution and promotion of the products.
Independent campaign measurements in NL showed that online video was a valuable complement to the broad reach of TV billboards. It had an impact on ad recall, brand awareness and consideration. The combination of the medium type's high attention value and strong, consistent creation with humor created additional positive impact here. The focus on message delivery in social video also created positive effects on ad recall and brand awareness in both regions. In short: this campaign definitely enhanced the BiFi snacking moment.