UK 2021/22 Taste the WOW!
February, 2022
Following the success of Taste the Wow in 20/21, the UK are continuing with the strategy of increasing household penetration by targeting Long Term consumers and motivating them to trial. Building on the Taste the Wow platform to make this multi-sensory message work even harder across all channels, creating excitement which drives Long Term Consumers to purchase.
To make Core & Short Term consumers feel included and rewarded, the secondary comms strategy will shift from “the Apple for Apple Lovers” to “Feel the WOW” so it can be personalised and integrated to increase frequency and push loyalty even further in 21/22.
Summary Of Strategy (4 Point Framework)
Pink Lady® UK split their audience into three consumer profiles:
- Long Term (Lyn) – Heavy Apple Buyers – but don’t buy Pink Lady®
- Short Term (Poppy) – Heavy Apple Buyers – but medium loyalty to Pink Lady®
- Core (Anna) – Heavy Apple Buyers – high loyalty to Pink Lady®
They have developed strategies specifically to meet the needs & objectives for these different consumers.
1. Increase Penetration – Long Term audience
We need to convert Lyn to purchase Pink Lady® as Long Term (Lyn) apple buyers account for the largest portion of apple spend at 38.8%.
Context
We need to convince Lyn to trial Pink Lady®. Increased challenge in ‘21 to convert Lyn given recessionary factors and price.
Insight
Pink Lady® delivers a multisensory experience every time and hence worth paying the premium for.
Advantage
Consumers agree with the exemplary and unique sensory experience Pink Lady® provides.
Strategy
Justify Pink Lady® price premium with our multi-sensory eating experience message. Make Lyn feel EXCITED so they trade up to Pink Lady: integrate message across all channels.
2. Increase Frequency – Core & Short Term audiences
We need to convince Poppy and Anna to purchase more regularly to increase frequency.
Context
Poppy only buys Pink Lady® 2.1 times a year but buys apples 28.5 times a year. Anna buys Pink Lady® 12.1 out of 21.5 apple purchases.
Insight
Poppy has already purchased but we need to get her to buy more often
Advantage
Poppy has already been converted to purchase, so now need to switch from multisensory message to creating more preference.
Strategy
Keep Pink Lady® top of mind and continue to justify price premium by uplifting and inspiring Poppy, as well as Anna, making her feel connected and INCLUDED in Pink Lady® community. Integrate message across all channels.
3. Increase Market Share
We want to protect our brand and grow our market share by increasing brand loyalty before we lose PVP status in 2022.
Context
Potentially there could be more pink apples in the market after 2022 when we lose PVP status.
Insight
Our Core audience is already loyal to Pink Lady® but room for growth as well as across Short Term too.
Advantage
We can increase our loyalty as we have the superior apple in the market.
Strategy
Retain and grow value from Anna, prompting Pink Lady® preference by regularly REWARDING and reminding them why they buy. Integration across all channels.
Summary Of Campaign
Key Messaging
To Long Term Taste the WOW: Eating a Pink Lady® apple is a multi sensory extravaganza.
Key messaging: “Unleash the sweet taste, crisp crunch and juicy boost of a Pink Lady® apple”.
To Core and Short Term Taste the Wow, Feel the Wow.
Key messaging focusses on keeping Pink Lady® top of mind & justifying the price premium.
The Single Minded Proposition is ‘Taste the Wow’.
Campaign Creative
Media
In Market from June 2021 to May 2022.
Taste the Wow will be rolled out across Advertising: VOD, digital and social media advertising, women’s press, PR & Campaigns, Social and Trade Marketing – to EXCITE Lyn.
Feel the Wow will be across Digital, PR, Social, Website and eCRM – to make Poppy feel included, and to increase purchase & to reward and increase preference across Anna
KPIs
- Achieve Pink Lady® sales of 84 million units in 2021/22.
- To increase penetration, reducing Long Term from 6m shoppers to 5.6m shoppers
- To increase Core and Short Term, increasing frequency: Increase Core from 3.4m to 3.5m, Short Term from 3m to 3.1m.
- To increase website traffic by 28% in 21/22 to 642k visits, with subscribers up 27% to 157k.
- To increase our total brand awareness to 85% in 2022.
For more details you can find the full Campaign Sharing document & the Regional Brand Plan for this market & campaign on Beni più.
