A point of view on Flora margarine..

‘Bringing the sunshine back’Some thinking for Flora.

December 2012

Sunday, 30 December 12

Why is this here?* *Lots of junior planner types have asked, over the years, about presentation structure - this is meant as a means of helping them.

ALSO:

*Yellow fats are the archetypal planning ‘problem’, away from more sexy products and services. So - it’s fun to have a crack at, given product heritage and consumer behaviour.

FINALLY:

*I’ve purposefully not looked at too many ads or competitor information beyond desk research, as this is meant to show how even simple desk research can lead to an interesting positioning/brand idea.


What I’ve done:

*not ‘proper’ ones

Hung around Supermarkets for too long Conducted online conversation audits*

Read a lot Talked to my Mum


I’ve discovered there are three problems Flora must overturn:

BusinessBrandProduct


Revenues for the market are driven by value sales.

People are buying less, but are spending more; Lurpak has been the main beneficiary.

This ‘indulgent’ behaviour has been influenced by the recession.

Premium pricing provides the market’s revenues


Though 93% claim they buy for health reasons, sales of health focused products have fallen.

Despite this, the majority of new spread product launches are health-focused, and they’re on the rise.

Indulgence, not health, is the core driver of this


Though 93% claim they buy for health reasons, sales of health focused products have fallen.

Despite this, the majority of new spread product launches are health-focused, and they’re on the rise.

This is at odds with taste-led culture; markedly, Lurpak’s value growth has been twice that of Flora’s.

Indulgence, not health, is the core driver of this


Flora cannot compete in an indulgence-led ‘value race’.

Nor should it.

Focusing on volume sales can provide a business solution.

Specifically, it should target two segments.


Young families and older people offer a clear opportunity

59.85m people

buy yellow

fats(95% of UK pop)

UK

Popu

latio

n

7.6m 25-34’s

17.29m 55+s

Future segments

Yellow fat buyers



59.85m people

buy yellow

fats(95% of UK pop)

UK

Popu

latio

n

7.6m 25-34’s

17.29m 55+s

Future segments

Yellow fat buyers

5m new families

2m new

Future growth



The future growth in these two segments offers an opportunity for Flora as heavy usage declines across the sector.

Given lifestage/s, both have a real need to respond to its core health messaging and consume more.

However, given the market’s premium tastes, both media spend and nuanced product messaging are vital in order to break the ‘value cycle’.

59.85m people

buy yellow

fats(95% of UK pop)

UK

Popu

latio

n

7.6m 25-34’s

17.29m 55+s

Future segments

Yellow fat buyers

5m new families

2m new

Future growth


Brand:

Product:

Business: Increase volume (not value) amongst growing, receptive consumer segments


Flora’s (and the margarine category’s) fortunes are irrevocably tied to health benefits

1964:

Flora created in response to Doctors’ health concerns

over Butter’s fat content

1990’s - 2000’s:

Scandal over the amount of trans-fats in Margarine -

Flora removes them.


Flora’s (and the margarine category’s) fortunes are irrevocably tied to health benefits

1964:

Flora created in response to Doctors’ health concerns

over Butter’s fat content

1990’s - 2000’s:

Scandal over the amount of trans-fats in Margarine -

Flora removes them.

2006 - Present

Butter v Margarine debate is ongoing. No one clear

viewpoint.


This has left the brand’s messaging confused

1964 - 1990’s

Flora launches with health-led messaging, the first to

make such claims.

1990’s - 2000’s

‘Heart health’ becomes a key pillar, targeted at older consumers. Sponsors London Marathon.


This has left the brand’s messaging confused

1964 - 1990’s

Flora launches with health-led messaging, the first to

make such claims.

1990’s - 2000’s

‘Heart health’ becomes a key pillar, targeted at older consumers. Sponsors London Marathon.

2007 - Present

Ends Marathon sponsorship. Mixed

messaging/promotions.


But Flora is still the most trusted brand in the category

INDULGENCE HEALTH

TRUSTED

UNTRUSTWORTHY

LurpakBenecol

AnchorCountry Life

Clover


But Flora is still the most trusted brand in the category

INDULGENCE HEALTH

TRUSTED

UNTRUSTWORTHY

Lurpak

Flora

Benecol

AnchorCountry Life

Clover


And its history gives it the authority to talk about health

Made in response to Doctors & a wider

health agenda

Historic, long-term sponsorship of the London Marathon

Multiple variants, each with different

health benefits


But needs to move from talking about health to demonstrating healthy benefits

Of the competition, the majority of NPD is health-focused

Sales of healthy spreads fell by 6%

from 2009-11.

•cholesterol


But needs to move from talking about health to demonstrating healthy benefits

Of the competition, the majority of NPD is health-focused

Barclays has seen a 49% increase in awareness since sponsoring London’s bikes.

Sales of healthy spreads fell by 6%

from 2009-11.

•cholesterol


Brand:Move from talking about health in abstract terms to demonstrating its benefits

Product:



Beyond Flora’s colour scheme, most SKUs aren’t sufficiently differentiated

Product claim similarity O/L, butter & spreads mixed together


And the new formula spread is eroding trust in the brand


Flora must learn from other household favourites

Walkers:

Switched its focus from new variants to

highlighting new usage occasions for crisps -

pairing with sandwiches

PG Tips:

Borrowed from a beloved household

property and brought newly modernised brand

values back

Heinz:

Changed its formats to suit modern

consumption habits, along with marketing limited edition/s via

social media

Weetabix:

Moving from multiple product usage (and

SKUs); refocusing upon the masterbrand

positioning - ‘Fuel for Big Days’



Walkers:




PG Tips:



values back

Heinz:



social media



Walkers:




PG Tips:



values back

Heinz:



social media

Moving from multiple product usage (and SKUs);

refocusing upon a masterbrand positioning


Using a central brand message to reassert core values

Healthy Ingredients Healthy Benefits

Passivity Activity

Need Satisfier Occasion Creator

Promotion-Led Brand-Led




Product: Return focus to meaningful, core product attributes




Product: Return focus to meaningful core product attributes

?

Before we can establish a positioning, we must look at what’s happening culturally:


For the first time ever, more people are forecast to die from obesity than malnourishment.

The positioning must respond to a clear cultural shift that will change the dynamics of the category


The UK has the highest percentage of obese women in Europe. It’s forecast to double by 2030.



For the first time ever, more people will

3/10 boys and girls are classified as obese - yet the government has removed child exercise targets.



People are doing something about it. On their own. Athletics and cycling are both on the rise.



Technology now allows these ‘individual’ pursuits to be shared and socialised.



However, studies have found that weight is only lost when groups of friends/family commit to it.





Product: Return focus to meaningful core product attributes

Flora spreads health

This cultural shift leads us to a motivating positioning:


This positioning can lead to Flora disrupting the category and differentiating itself

No brand in the category has yet allied health claims to group exercise.


‘Flora Spreads Health’

Flora is committed to heart health in all its forms. Whether it’s running, cycling or swimming, Flora will help you do the best you can.

In order to do that, Flora’s selected a series of exercise champions up and down the country. They’ll be organising events near you, and they’re for everyone; whether

they’re your friends, children or grandparents.

But it doesn’t end there. Flora wants you to nominate an exercise champion from your area - whether they are a regular running/cycling club member or just

someone who’s made a big difference to you.

By partnering with Sport England and the British Heart Foundation, Flora won’t stop until the UK’s heart health is the best it’s ever been.


The thinking behind ‘Flora Spreads Health’

Flora Spreads Health

Flora is committed to life-long heart health,helping you to live longer, whoever you are.Flora’s products help by making regular meals that little bit healthier

To make the healthiest spreads and oils in order to help people continue to live fit and healthy lives. Flora can improve your diet and that of those around you

SociableCaringOptimistic

Inclusive, Outgoing, Open

Brand Values

Brand Promise

Brand Purpose

Brand Platform

Approachable, Friendly, Cheerful Thoughtful, Considerate, Engaged


Tailoring communications by segment - Young familiesINFORM INSPIRE ESTABLISH ENERGISE



JAN - MAR

Use relevant celebrity spokespeople’s social channels - pictured running with ‘Flora jackets’ - teaser content

Partner with the Cycle to Work scheme, offering range on-pack awareness/promotions



JAN - MAR



APR - JUN

Roll out exercise messaging throughout the range / in-store - sending a lid will enter you into a 5K/10K

Increase social media activity amongst those celebs likely to resonate with young families

Get celebrity spokespeople to map their favourite running/cycling routes (and food to eat before and after)

Announce partnership with the BHF & Sport England. Launch exercise print ads, for running/cycle clubs + GPs surgeries



JAN - MAR



APR - JUN





JUL - DEC

Invite those interested/selected participants for some pre-10k training with pro coaches/dieticians. Give them yellow Flora jackets

Print codes on each pack of Flora for free celeb endorsed exercise regime (theme by SKU)

Put on a Flora ‘Daylight Saving’ 10k in cities around the UK on October 27th, with a different celebrity at each.



JAN - MAR



APR - JUN





JUL - DEC




2014 ONWARDS

Host regular events around key cultural moments (a rival to the London Marathon, post New Years)

Set up ‘Got Flora, Go Further’ on and offline clubs, partnering with FitBit

Weighted ATL spend throughout key cultural moments. Pushed mobile content at these times.


Tailoring communications by segment - Older couplesINFORM INSPIRE ESTABLISH ENERGISE



JAN - MAR

Use Pro-Activ packs to appeal to an older audience about new heart exercise intiative

Use relevant celebrity spokespeople in lifestyle press, teasing the activity/events

Tactical print ads emphasising Flora’s commitment to heart health & exercise across the range ahead of the London Marathon



JAN - MAR




APR - JUN





JAN - MAR




APR - JUN



JUL - DEC



Run ‘Flora takes you further’ TV ad/s across the summer, weighting it for Autumn/whenever usage occasions are greatest



JAN - MAR




APR - JUN



2014 ONWARDS

Produce special edition spreads/packaging, formulated for different exercise (cycling, running etc)



Weighted ATL spend throughout key cultural moments.

JUL - DEC





Socialising key elements of Flora’s communications:INFORM INSPIRE ESTABLISH ENERGISE

JAN - MAR

Use Pro-Activ & Flora’s SM to appeal to audience about new heart exercise intiative

Use relevant celebrity spokespeople in trade titles/SM



APR - JUN





JUL - DEC


2014 ONWARDS





Focusing messaging by segment

‘Mobilise family exercise, facilitating time outdoors’

‘Provide a motivating means of monitoring heart health’

Young Families(25-34)

Older Couples(55+)

Primary role for communication:


Weighting activity by segmentChannel activity:

Advertising

PR & Partnerships

Retail

Social Media

Mobile

30%

25%

5%

15%

25%

Advertising

PR & Partnerships

Retail

Social Media

Mobile

40%

40%

5%

5%

10%


Older Couples(55+)


Following ten key principlesHEALTH BASED MARKETING BY ITSELF IS NOT ENOUGH 1. Flora’s brand is based upon ‘heart health’, but obesity rates indicate it’s not enough to just tell people

2. Communications must always demonstrate the dual benefits of both exercising and eating Flora

3. People will not easily respond to activity aimed at them alone. Spend must be prioritised towards groups

ESTABLISH A NEW ‘PUBLISHING MODEL’ FOR MARKETING4. Everything is media

5. Unpaid media is as (if not more) important as paid media

6. Listening is as important as doing

BE THE CHANGE YOU WANT TO SEE IN THE WORLD7. Educate & inspire in equal measure

8. Internal behaviour change is as important as external communications - bring it to life yourself

9. Go beyond a campaign; to see the benefits from healthy living and exercising, you’ve got to be in it for the long haul

10. ‘Make friends to influence people’ - brands and government bodies involved with exercise will legitimise your activitySunday, 30 December 12

Measuring the right metrics




1. Online panels (pre & post) with a mixture of loyalists/range buyers in the age range.

2. Sales uplift v.s. previous promotional activity (e.g. Kinect giveaway).

3. Societal measures (to be agreed with BHF, but tentatively - cholesterol as a factor in heart attacks pre/post).

4. Database acquisitions v.s. historical activity

5. Shares of activity/event attendance over time.





2. Sales uplift v.s. previous promotional activity (e.g. Kinect giveaway).


4. Database acquisitions v.s. historical activity

5. Shares of activity/event attendance over time.

Older Couples(55+)


2. Sales uplift v.s. previous promotional activity (e.g. Kinect giveaway) for 55+s


4. Brand tracking scores v.s. historic marathon activity


Now - write your own. What would you do?Sunday, 30 December 12

A point of view on Flora margarine..

Career

Transcript of A point of view on Flora margarine..