LAUNCH OF THE NEW BREAD "LABA AVIZA"AND NEW CATEGORY (OAT BREADS) TO LITHUANIAN

TitleLAUNCH OF THE NEW BREAD "LABA AVIZA"AND NEW CATEGORY (OAT BREADS) TO LITHUANIAN
BrandVILNIAUS DUONA
Product/ServiceLABA AVIŽA
Category B08. Use of Celebrity, Influencers & Key Opinion Leaders
Entrant FABULA | HILL+KNOWLTON Vilnius, LITHUANIA
Idea Creation FABULA | HILL+KNOWLTON Vilnius, LITHUANIA
PR FABULA | HILL+KNOWLTON Vilnius, LITHUANIA
Credits
Name Company Position
Jolita Katkutė Fabula Hill+Knowlton Strategies Senior Account Executive
Justina Steiblyte Fabula Hill+Knowlton Strategies
Viktorija Navickaite Fabula Hill+Knowlton Strategies
Justas Nenenas Fabula Hill+Knowlton Strategies
Lina Sliogeriene Fabula Hill+Knowlton Strategies
Monika Tamulaityte Fabula Hill+Knowlton Strategies

Why is this work relevant for PR?

When implementing the launch of new bread category and new product - oat bread "Laba Aviza" the focus was set on communication activities and building strong relationship with social media influencers and food bloggers&experts.

Background

According to data (market research company “Nielsen“), bread market in Lithuania is stagnant. In background of a general decline of bread market only segments of rye bread are growing, while sales of main products in wheat bread segment white loaf and white toast are declining. During the year, after assessing the change from 2016 to 2017 white loaf consumption declined 1.2%, while white toast consumption declined 0.5%. The declining consumption of wheat bread indicated that either consumer chooses to purchase rye bread instead of any other kind of bread or simply tries to reduce consumption of bread in general as healthy lifestyle&food trend is growing rapidly. Therefore “Vilniaus duona“ decided to introduce a healthier alternative for its’ clients who are big fans of toasting white bread, enjoying buns or white loaf. Aim was to introduce a new product and a new category of breads- oat bread - to the market.

Describe the creative idea

The main idea was to speak about benefits of oats: oats are natural source of energy. That is why new oat bread suits those who live active life. And the new oat bread "Laba aviza" is a power pack for a good day. Main message: Discover bread again! More oats. More energy. The day is good with "Laba Aviza" (lithunian: diena laba su "Laba Aviza")

Describe the strategy

It was chosen to work with nutrition experts&food bloggers (social media influencers) who speak about healthy food, set biggest attention to context creation (benefits of oats) and influencer marketing and skip (paid) media and advertising at all. Campaign with influencers was spread into three parts: 1) macro influencers (paid partnership) 2) Medium influencers (sending a gift during the launch - product to try) 3) Micro influencers (sending product to try and asking to share their review in IG). The main target audience: Bread eaters. People who are aware of food issues and willing to pay attention to their consumption habits. Women. Families with kids (under 12 year old) and households with two adults. Slightly higher educated. Purchasing drivers: healthiness and freshness + locally baked.

Describe the execution

Firstly, the topic of oats was actualized in the media with help of nutrition experts and food bloggers. Later, a product “Laba aviža” launch event was organized. Further, influencers and food bloggers were the first ones to try new product in exchange for product reviews on social media (FB/IG). A strong partnership with food bloggers was generated to create communication context (oats are healthy) and launch the product. New category (oat breads) and new product were mentioned in media more than 30 times as also more than 100 posts on blogs and social media sites were published. During the influencer campaign on Facebook and Instagram, the total audience reach was 433123.

List the results

New category (oat breads) and new product were positively mentioned in media more than 30 times as also more than 100 posts on blogs and social media sites were published. During the influencer campaign on Facebook and Instagram, the total audience reach was 433123 (all the target audience + part of secondary TA). The product “Laba aviža” received great interest from target audience - sales goals exceeded by 428% during first two months The most successful product launch campaign in the history of “Vilniaus duona”