JUST AN ORDINARY PRODUCT LAUNCH: K-MENU
| Title | JUST AN ORDINARY PRODUCT LAUNCH: K-MENU |
| Brand | RUOKAKESKO |
| Product/Service | PRIVATE LABEL |
| Category |
A04. PRODUCT LAUNCH/RE-LAUNCH/SHOPPER MARKETING |
|
Entrant Company
|
DDB HELSINKI Helsinki, FINLAND
|
|
Advertising Agency
|
DDB HELSINKI Helsinki, FINLAND
|
|
Media Agency
|
OMD FINLAND Helsinki, FINLAND
|
|
Production Company
|
GRILLIFILMS Helsinki, FINLAND
|
Credits
| Heli Roiha |
DDB Helsinki |
Art Director |
| Annu Terho |
DDB Helsinki |
Copywriter |
| Vesa Tujunen |
DDB Helsinki |
Creative Director |
| Tapu Haro |
DDB Helsinki |
Creative Director |
| Lauri Vassinen |
DDB Helsinki |
Creative Director |
| Pia Eiro |
DDB Helsinki |
Account Director |
| Satu Taipola |
DDB Helsinki |
Account Manager |
| Olli Rönkä |
Grillifilms |
Director |
| Hanna Mutanen |
Grillifilms |
Producer |
| Mika Lahtinen |
DDB Helsinki |
Graphic Designer |
| Teija Nesterinen |
Ruokakesko |
Marketing Director |
| Ulla Heikkilä |
Ruokakesko |
Brand Manager |
The Brief
The task was to launch a new cheap private label brand K-Menu. The products are very basic but quality food products for everyday life. Target group is the ordinary people who appreciate cheap price – for example young students.
Describe how the promotion developed from concept to implementation
Everybody has an opinion of food, and everybody talks about food products. We gave ordinary people a chance and a channel to give their opinions of these new product and made them food critics for this brand. We aired films that introdused ordinary people as food critics and launched a web site for ordinary peoples opinions.
Describe the success of the promotion with both client and consumer including some quantifiable results
The attention value of the campaign was 60 % of the Finns. After three week launch campaign brand awareness among students was 53 %. 42 % of students and 47 % of the young people also considered buying K-Menu products.
Explain why the method of promotion was most relevant to the product or service
K-Menu products are ordinary products made for the ordinary people. We wanted to get the ordinary people to speak about the ordinary products. So we asked their ordinary opinions and let them be more than ordinary: we let them become food critics. When they tasted ordinary products like food critics, the products became more than ordinary.