Soreen, the UK’s favourite malt loaf, was introducing a fruity new addition to its range called Fruity Five (Soreen with dried fruits added). The objective was to attract a new generation of younger consumers, alongside its existing positioning as a comfort food or snack with a cup of tea.
18 – 35 yr olds, mums with active kids and people participating in grassroots sports.
The strategy was to identify ‘content triggers’ which would attract attention and therefore participation, amongst the audience. These were agreed as:
- 18 to 35s – Fruity Five is a new, fun snack – trigger – celebrities
- Existing malt loaf lovers – there’s a new additional to the family – trigger – nostalgia
- Busy young families – snack pack version – high energy snack, great for on the go and for putting in lunch boxes – trigger – online ‘mums’
- People that regularly work out and participate in endurance sports – Soreen Fruity Five is a high energy snack – trigger – “Chew it, then do it”
- For the younger audience, the campaign centred around driving them to vote for the five fruity celebrities they would like to date
- www.fruityfive.com, was created, where the audience would be directed to vote for their five fruity celebrities, as well as find more information on the new product. The hub contained over 100 images of males and female celebs
- To direct the audience to the hub, Juice set up a number of social media channels: Soreen Facebook fan page, Twitter account, Blog, YouTube channel and Flickr account
- Using the channels, Juice searched for its target audience using various keywords including: Soreen, malt loaf, running, cycling, rowing and marathon for targeting those that regularly work out/participate in endurance sports. As well as for working parents to start to engage with them to promote the new loaf
- The engagement quickly gathered pace with Twitter being at the heart of the activity
- Daily tweets on the top five celebs and specific news for parents helped engage followers
- Once engaged, Juice focused its attention on recruiting ambassadors who would be provided free products and t-shirts in exchange for a blog contribution
- Key ambassadors recruited included Rock the Boat, given samples of Fruity Five to eat before a Women’s Eight Skull competition and Twisted Wheels, a cycling group that was riding through the Alps in June. In return, ambassadors provided photos of the groups with the product and talked about the energy benefits of Fruity Five prior to participating in their events
- Competitions to win free product and branded t-shirts were run periodically on Twitter to increase followers and engagement
- Various content was sent direct to Juice from Soreen fans wishing to share their love of the nation’s favourite malt loaf. Juice uploaded the content on to the relevant channels (YouTube/Flickr/ Blog) and seeded out through Twitter and Facebook to drive further traffic to the Fruity Five site
In the previous financial year Soreen had achieved just a 2.6% increase in sales volume and a 0.3% decline in sales value. This financial year, Soreen has just announced growth of 21% in sales volume and over 10% growth in sales value.