Brand:
Golden Circle
Project:
Strategic marketing campaign - the launch of Golden Circle baby food
Involvement:

Responsible for proposition, product development (flavour, texture and nutritional profile, size, price, shelf placement, pack design), advertising, collateral, promotions and all copy associated with website for 53 lines of baby food and 4 lines of age-appropriate infant juice.

Objective:

To launch Golden Circle baby food in Australia and New Zealand by establishing a strong and compelling proposition that connects with the target market thereby securing viable market share for long-term success and stealing significant market share from market leader, Heinz, in order to secure shelf space.

Strategy:

Emotionally connect with mothers via packaging (use of pastel colours and images of real infants) , advertising (promoting Australian ownership and using down-to-earth language across a range of ads, website and promotional materials) and through personally engaging with them at parenting expos.

Gain acceptance and endorsement from health professionals through consultation during development, collateral materials and a organising a launch seminar attended by 250 key influencers. Meeting with nutritionists and baby health nurses nationally and within New Zealand to gain positive traction in the market.

Ensure repeat purchase through developing a range of tasty (yes, we tasted them all) and nutritious meal options (developed in conjunction with nutritionists and with discussion with paediatric dietitians). A range of 53 lines were developed plus the first ever 8pk in the market.

Creative:

A fully integrated campaign included: TV commercials, magazine advertisements, collateral for Mother’s Bounty Bag (provided at hospital), baby and parenting expos, one-on-ones with health professionals, posters and collateral for baby health nurses and health practices, website and full content, direct mail to health professionals (achieving a massive 10% response rate), and a ‘baby on board’ car sticker!

GCL baby food_cs

 

Results:

Against tough competition where 3 major multinationals (Nestle, Gerber and Nutricia) had tried and failed to compete with the long-established Heinz stranglehold, Golden Circle’s launch into baby food was an outstanding success. Targets were smashed in the first 14 weeks achieving 32.6% share of the canned baby food market (18.2% of total market). Within 12 months Golden Circle achieved a massive 36.4% share of the canned wet baby food market (22.2% of the total market) to become the clear number two player.

Winner:
2003 Winner Gold Pinnacle AFA Advertising Effectiveness Award
2002 Overall Winner, AMI award Marketing Excellence
2002 National Winner, AMI award Marketing Excellence, Consumer Goods FMCG
2002 QGIA Supermarket Product of the Year award