The Background
All good recipes rely on the quality of their ingredients and the Bord Bia TV strategy is made up of all the finest produce Wavemaker has to offer. In an advertising landscape dominated by sales they needed to shift the emphasis back to quality for Irish food producer
This campaign won the Grand Prix Award and the Best Ongoing Use of TV Award at the TAMI Awards 2023
The Challenge
The key challenge was to connect and convert audiences to a quality Irish food product. This was going to be very challenging in an advertising market that was dominated and overwhelmed by price and promotion led Retail Grocery advertising that dwarfed and overshadowed Bord Bia’s budget. This campaign was launched in 2016 against this challenging backdrop. The role of Bord Bia then and now is to ensure when consumers are shopping for food with the Bord Bia Quality Mark , they can rest assured that they are buying the best of food for them and their family.
Key Challenges were:
1. Awareness of the Bord Bia Quality Mark
2. Evidence that Food Labelling makes a difference to the purchase decision
3. Would consumers recommend produce with the Quality Mark to others
The Strategy
The key challenge was to connect and convert audiences to a quality Irish food product. This was going to be very challenging in an advertising market that was dominated and overwhelmed by price and promotion led Retail Grocery advertising that dwarfed and overshadowed our budget.
In order to meet this challenge head-one Wavemaker devised a three-fold strategy.
1. Identify a quality led audience that what would resonate most strongly with a quality led message.
2. Map the consumer journey of our Quality Led Audience in order to identify the moments and touchpoints that this
audience would connect with and resonate with most strongly.
3. Optimise our phasing and media weightings to maximize the effectiveness of the budget by identifying the
communication factors, effective frequency, recency and memory decay, that were specific to Bord Bia, it’s audience
and the message we wanted to communicate.
Wavemaker deployed three key proprietary tools to help formulate their strategy.
The Plan
The tools identified the following:
1. Long before consumers reach a Supermarket or start thinking about what to eat for dinner they form strong unconscious biases relating to food decisions. Theses biases were being heavily influenced by the plethora of Grocery retail advertising messages. Wavemaker “Momentum” research identified the importance of reaching people at this part of the consumer journey.
2. “Momentum”, also found that TV is the most influential touchpoint to reach our Quality Led Audience during this phase of the consumer journey.
3. “Maximize”, a Wavemaker optimization and planning tool, identified that the purchase cycle was on average 14 days long and within that timeframe consumers needed to be exposed twice to our advertising message. This information enabled us to identify stretches in the consumer journey that Grocery Retailers were largely ignoring
and gaps where Bord Bia could jump in and target consumers.
4. Finally having already identified the needs and wants of the audience (quality and a love of food) Wavemaker balanced that againstthe insight that unconscious biased food decisions are made far from the actual food decision. This led to a “Moments and Memories” media programming strategy. Memories programming was about
identifying Tent pole content where consumers shifted from lean back consumption to lean forward and pay attention. This programming included big sporting occasions, season finales and top movies. Crucially this aspect of the strategy allowed Wavemaker to build unconscious bias long before consumers made food decisions. This enabled them to have Bord Bia products front of mind at exactly the point when consumers were triggered into planning meals.
This part of the strategy incorporated day of week, time of day and environment and contextual targeting.
The Results
The clear campaign objectives were to increase bias for Bord Bia labelled products when people were removed from making meal decisions thereby ensuring that Bord Bia products were top of mind when people are being triggered into making those meal decisions. The key measure of this success is whether people are aware of the Bord Bia labelling and consider that it makes a difference in whether they purchase that product or not.
-The latest wave of results from November 2022 revealed that Bord Bia were achieving their highest results ever across all of key metrics since 2016.
-Despite almost universal awareness of Bord Bia in Ireland, there has been steady increased awareness of the brand since 2016 reaching 94% in 2022
– 69% of consumers believe that Bord Bia food labelled products make a difference
TV was by far the number the channel where people were exposed to the Bord Bia advertising.
However perhaps the most interesting sign of success came from an unexpected source, when a contestant on First Dates revealed “When I was 16 I thought it would be a great idea to get a tattoo — I thought it would be really funny — When I was 19 I went to a tattoo artist in Galway City and I put a Bord Bía quality assurance mark on my ar*e.”
Beyond all the facts and figures this might truly show just how important the quality mark is for Irish consumers!
“The Wavemaker team have worked closely with us in Bord Bia over the last 10 years in optimising our use of TV to promote food with the Bord Bia Quality Mark to Irish shoppers to great effect. By continually monitoring consumer recall and impact of the TV adverts as well as cost and quality targets, the Wavemaker team have been able to identify, among other things, the right timings between campaign bursts, TV coverage levels and the most relevant programme genres for our target audiences. This has resulted in the Bord Bia Quality Mark being the most recognised and trusted symbol of quality among Irish shoppers. By December 2022, consumer research indicated that 94% of Irish consumers are aware of the Bord Bia Quality Mark and 69% said that seeing it on a food product would make them more likely to buy it – up by 23% since 2017. The Quality Mark is also considered by Irish consumers to be the most reassuring mark in terms of food safety, quality and independent verification. (Source: Coyne Research). Without a tireless ambition to evolve our TV strategy over the past decade these results would never have come to fruition. . ”
Bord Bia Marketing Team
Credits
Brand:
Bord Bia
Media Agency:
Wavemaker
Award:
Grand Prix Award and the Best Ongoing Use of TV Award TAMI Awards 2023