CêlaVíta is one of the brands where STROOM has been the regular partner in media strategy, planning and purchasing for more than 10 years. As a brand, CêlaVíta has a leading role in the fresh chilled potato category. However, the brand was under pressure within the category and the importance of increasing brand relevance grew. Whereas in recent years the focus has been more on communicating the product range, by 2020 Cêlavíta is focusing on building a new brand positioning.
The big idea and pay off behind this new brand campaign is: 'Together we are the new generation of potato eaters'. The goal of the campaign is to increase awareness and preference for the CêlaVíta brand. So that more consumers choose the fresh and easy-to-prepare potatoes from the refrigerated shelf.
STRATEGY
The briefing was clear; convince consumers (emotionally and rationally) to choose fresh chilled potatoes more often and specifically develop a brand preference for CêlaVíta. The assignment was layered, with objectives at the brand, category and product levels. It required an overall approach, which STROOM - in close collaboration with CêlaVíta, advertising agency Fama Volat and digital agency WeConnect - set to work on.
Based on Byron Sharp theory, we advised targeting the campaign to a broad audience of messengers. This was chosen to achieve penetration growth. After all, this growth is in the non- and light users you reach in this way. The campaign was spread over several campaign moments in the year, in order to create a longer perceived presence. We worked out a strategy in which a category campaign was always planned prior to the brand campaign. The communication category addressed the relevance of chilled potatoes in general. The brand campaign picked up on this immediately, taking advantage of the "moment" created and increasing brand relevance.
The product innovations are proof of how CêlaVíta remains relevant to "the new generation of potato eaters. The product communication was therefore integrated into the brand campaign and aligned well with the brand message: Dual Duty is what we call it at STROOM.
MEDIA PLANNING
As of March 2020, the campaign was launched, aimed at dispelling prejudices about potatoes from the refrigerated shelf. The potatoes are said to be "less fresh" or "less healthy" than potatoes you have to peel yourself. However, this is not the case. The core message was supported with consumer research, use of PR, online news media, retail media instore and online and social media.
For the subsequent brand campaign, a TV commercial was used in combination with TV billboards for product communication. Online, the campaign was translated into online video, social media and online retail media. In this integrated approach, STROOM and WeConnect worked closely together, continuously optimizing for results.
RESULT
Research firm Vostradamus carried out effect measurement before, during and after the campaign. Because we also consistently measured CêlaVíta's campaigns in previous years, we can easily understand the development of the brand.
The launch of the campaign in March 2020 coincided with the first Corona lockdown. CêlaVíta continued the campaign and managed to achieve even higher visibility than planned. And thus a higher exposure in media at a lower cost. In addition, direct competition was absent this period. This resulted in much higher campaign recognition (60%) than planned. The message delivery was good, the communication realized growth on important image aspects such as 'fast', 'versatile' and 'innovative'. As a result, the brand retains the high assisted familiarity and knows better how to communicate what it stands for.
Respondents who were reached (exposed group) with the campaign consider the CêlaVíta brand much more often (+15% compared to the non-exposed group) when they choose fresh chilled potatoes. The purchase intention of the exposed group is also much higher (+18% compared to the non-exposed group). Finally, thanks to the campaign, CêlaVíta is able to distinguish itself significantly better from private brands in terms of perceived quality, taste and freshness.
In terms of market share and penetration, we also see a positive effect emerging with each campaign flight. During the campaign period in the second and third quarters in 2020, penetration increased an average of 1.5% to 2% compared to the same period the year before. This also gives confidence to continue the campaign next year with the chosen strategy.
Wonderful results for a wonderful brand!
FINALLY
The foundation for strengthening CêlaVíta's brand positioning was laid in 2020. In 2021, we will continue to build on this strategy and work closely with the team to help grow the brand.
