Crème Bonjour Cuisine - "Mushroom (Swedish)"

Springer & Jacoby Germany

Springer & Jacoby Germany Hamburg, Germany

Премии

5925

Бренд: Crème Bonjour Cuisine
Страна: Germany

Рекламодатель: Unilever

Заголовок	Mushroom (Swedish)
Агентство	Springer & Jacoby Germany
Кампания	The Easy Chef - Unilever Bestfoods
Рекламодатель	Unilever
Бренд	Crème Bonjour Cuisine
Posted	Май 2005
Бизнес сектор	Молочные продукты и яйца
История	SUMMARY The launch of Boursin/Crème Bonjour "Cuisine" in four different countries represented a great market opportunity for Boursin as well as an opportunity to refresh the brand image. The brands message "refines your life easily" was illustrated through the use of an unconventional, young chef using the product and giving smart cooking tips. In all four countries, Boursin and Crème Bonjour Cuisine greatly surpassed expectations, exceeding forecasts by a wide margin. Additionally, the campaign made the brands receptive for new initiatives, thereby generating a positive "halo" effect.
философия	CREATIVE STRATEGY People in the target group do not like to plan in advance what to cook, preferring to cook and create spontaneously. Hence, they need smart, refined ingredients which can be used in a variety of ways in order to give even the most basic dishes that extra touch. The key message for the new "Cuisine"-products was therefore constructed as "bringing taste and refinement to your life easily". "Easy life refinement" was translated into the concept of an unconventional version of a TV-cook : "The Easy Chef". This is a smart young man whose unique and original way of looking at food breaks with conventions. Every TV commercial was an inspiring "live" cooking session with the "Cuisine" products not only showing the product in use, but also always adding other good advice on how to refine your personal cooking skills (e.g. how to get more lemon juice out of the fruit, how to know when pasta is ready etc.) MEDIA - Broadcast TOTAL MARKETING EXPENDITURE Under 5 million. MEDIA STRATEGY TV was chosen as the primary medium in order to gain high awareness of the new product quickly. In France, Sweden and Finland, advertorials in magazines were also used. Additionally the campaign was supported with in-store advertising in Sweden and Finland.
Проблема	CAMPAIGN OBJECTIVES - Gain a minimum of 10% increase in brand awareness for the new product in all countries. - Achieve a positive overall effect on the brand image. - Generate trial of the cooking product the objectives for the countries. concerning total Crème fraîche market share are: . France: + 3% value market share . Belgium: + 5% value market share . Sweden: + 3% value market share . Finland: + 10% value market share TARGET AUDIENCE "Pleasure Seekers" are open-minded people that are in search of daily pleasure and new experiences when it comes to food. They are mostly men/women between 25-45 who lead the household or are in charge of the grocery shopping, mainly living in urban environments. CAMPAIGN PERIOD April 2003 to July 2003.
Результат	- Boursin/ Crème Bonjour Cuisine greatly surpassed expectations with regards to brand awareness. - Points for indicators such as More appealing, Purchase intent etc. exceed the country norm in all markets and went beyond the set objective of 10 points. - In all markets, Boursin/ Crème Bonjour Cuisine increased its market share well beyond targets.
Тип медиа	Телевидение и кино
Длина	30 seconds
Рынок	Sweden
Продакшн Студия	Cobblestone Filmproduktion GmbH
Креативный директор	Stefan Meske
Управляющий директор	Lars Trzebiatowsky
Директор рабочей группы клиента	Martin Isernhagen
Арт-директор	Tilman Trost
Копирайтер	Bastian Engbert
Копирайтер	Tom Hauser
Менеджер по рекламе	Bruno Witvoet
European Category Director	Bruno Witvoet
Менеджер по рекламе	Johan Sundelin
Nordic Marketing Manager	Johan Sundelin
Менеджер по рекламе	Sandra Lindh
Nordic Brand Manager	Sandra Lindh