Final comeptitve review

8 April 2023

Competitive Review

A presentation to Lurpak

What you are about to see

• Global cultural trends overview, media spend summary and category communication

trends

• A review of the competitive activity in Lurpak markets: Greece, Denmark, Holland,

Israel, China, Russia, Poland, Italy, Australia, UK, Middle East

• For each market: market analysis and key activity (brand propositions, ads and

observations)

• Social networks - The average human being will be on social networks by 2015. In

emerging markets this is facilitated by increasing coverage and access to devices

• Digital is not a niche - Most people have mobiles, rapidly smart phones – used to

access internet, share, decide at POP and transact

• Female emancipation – Could start to change attitudes towards cooking

• Health awareness - Increasing across world with technology

• Convenience culture – Of cooking and shopping. Tesco Home Plus, Korea

Global Trends

Source: “How to Dominate the World”, Simon Sylvester, Wunderman

Emerging Markets

• Average age is a decade younger than westerners, with greater generation gaps than

the West who share a different past to that of Westerners

• Zeitgeists are different in these markets: optimism is tangible

• Trial - younger audiences are keen to try things for first time

• Status - the prime use of wealth is the display of wealth

• Lack of space, no cars and poverty– cheaper, smaller pack sizes sell well - can’t

always afford or transport whole packs

• Origins – be aware that some emerging markets view Europe as ‘past it’

Global Trends

Source: “How to Dominate the World”, Simon Sylvester, Wunderman

• Advertising spend in developing markets (everything outside of North America,

Western Europe and Japan) is growing faster than developed markets

• 3 developing markets are in the world’s top ten ad markets in terms of spend: No.3

China, No.6 Brazil and by 2013 Russia will be No. 9

• China and Russia are the largest contributors to new dollars in the market after the US

• Globally internet is the fastest growing media between 2010-2013

• TV is still 49% of new advertising spend – its importance is still significant, particularly

in China where 98% of people have a TV and analog usage is growing

• Expect benefits in ad expenditure, and therefore increased competition, in Poland and

the UK in 2012 (UK Summer Olympics 2012 and Poland & Ukraine Euro 2012)

Source: Zenith Optimedia Press Release, 13th July 2011“How to Dominate the World”, Simon Sylvester, Wunderman

Global Media Spend

Global butter themes

Communication trends/themes:

• Health and wellness

• ‘Natural’ and ‘pure’ attributes – sought out by lovers of ‘good food’ and combating

negative fat perceptions

• Family emphasis – placing butter in heart of the home

• Taste

• Butter uses – as a result of growing love of good food and taste

• Promotions – bikes, cars and video cameras

Butter Competitive Activity

• Butter was expected to grow 2% in 2010

• Consumers moving from margarine to butter due to health and wellness trend as

butter is considered more natural even though is more fattening

• Artisanal, natural and traditional products fared best especially those with olive

oil. This is true of other products too – seasonal, fresh and high quality produce is

preferred

• Butter usage reflected in ads: not for cooking (olive oil preferred) but for baking

(cakes, sweets and biscuits for rich flavour) or roasts (as it offers taste and crispiness).

These are seen in the ads

• Family theme runs through – in each, always a shot of being enjoyed by all the family

even if main proposition is something else

Greece – Market Analysis

Source: Euromonitor, Greece data Oils and Fats – Oct 2010. Xploring – Greece summary and Lurpak Xploring pres

Proposition: A family butter

Ads - margarine

Every house is unique’, Nov 2010

Storyline: Shot of various houses while FV/O promotes the fact that every house has its own tastes, but everyone is using the product when they want to cook.

Oct 2010

Ads – soft margarine

‘Help at Kids Growth’ – Sept 2010

Storyline: Shot of a mother measuring her son. After that her son consumes some of the product and reads that it helps at children's growth. The kid consumes more product and then asks his mother to measure him again

Support Comments/Observations

•Use of the butter is family focussed whether it be pleasing your family in taste or helping them grow

•Different positionings across the brand; margarine positioned for cooking anything, and soft margarine for child growth and appealing taste

•Vitam margarine being promoted for use in cooking is effective - the food Xploring 2010 showed that ‘Margarine’ creates semantic confusion, as many people refer to Vitam as “butter” and will use it when recipes ask for “butter”

Proposition: Butter as it should be

Ads – Horio butter range

Speaking Cows, Sept 2010 Storyline: Shot of two cows that seem to speak with each other promoting the product. When the frame opens we realize that the voices are coming from two women who are milking the cows.


•Demonstrates the natural and fresh quality – a wide perception in Greece of butter

•Greek values of tradition are reflected in the rural origins (as seen on website) and a family shot at the end of mother and daughter

Proposition: The people’s cooking butter

Ads

First ad: The Purest Ingredient For Your Kourampiedes- Dec 2010

Storyline: Shot of a young lady asking her grandmother how she can cook the traditional Kourampiedes. Her grandmother says to her that she has to use the product for excellent results.

Last ad: Tastes Better – Dec 2010

Storyline: Shot of a man who is calling his wife in order to ask her how he could make the food taste better. His wife replies to him by promoting the product.


•Agno is the accompaniment to great cooking, recommended by all (young and old) and used by all who are cooking (experienced or inexperienced)

•It builds a sense of trust – being recommended by those closest to you

•Draws on the deepness of food culture – valuing traditional Greek foods and influence of family recipes

•Mixture of benefit messages – pure and taste

• Butter predicted to grow 2%

• Butter use: usually for baking. Also used in sandwiches, eaten in morning and

evening as well as cooking.

• Health and wellness trend led to growth in olive oil and functional spreadable oils

and fats. Flora Pro-Activ campaigns with heart age calculator online are present

• Rama (margarine) is the leading brand in 2009 emphasising its health for children and

all round appeal

• Premium butter competitors Kerrygold, President and Maslo Finskie have no activity

in last year

• Ads tend to be family orientated

Poland– Market Analysis

Source: Euromonitor, Poland data Oils and Fats – Oct 2010Lurpak Xploring PresEmail exchange Poland network

Proposition: A everyday family margarine, delicious and healthy for all

Ads

Feb 2011 ‘Supernanny’

Storyline: Kids are shown eating Rama. The nanny eats it too and children are surprised. End line: ‘Everyday Rama. Delicious and healthy.’


•Rama is a family product – it is good for children and tasty for adults

•Moves away from its child nutrition focus end line in 2010 TV ads, ‘Rama everyday. Grow everyday’

•Rama is warm and affectionate through showing family moments

Oct 2010 Press, Headline: ‘Julian cannot wait until it’s big’, demonstrating Rama’s nutritional value for growing children

Feb 2010Storyline: Two brothers stand against a wall measuring themselves. Their mother promotes the product. End line: ‘Rama everyday, grow everyday’

Proposition: The baking butter for the family

Ads

‘Summer baking’ – July 2010

Storyline: Woman is shown baking blueberry cake. She shares it with her family. FV/O promotes.

2011, Headline: Because Barry is your

cake!2011, Headline: Barry, flour and lemon? Bake cake for Christine?

July 2010, Headline: Reach for the simple recipe and

enjoy


•Family: Kasia is positioned around baking (the prime use for butter in Poland) for the family

•Simplicity in recipes is also mentioned, perhaps promoting ease of use of the butter

•This reflects Xploring findings that modern food culture is rooted in simplicity

Proposition: Premium quality brand of excellent taste and innovation

Ads

‘Breadtest’ Nov 2010

Storyline: A young baker is taking a test. Blindfolded he needs to guess types of bread. The bakers give him this margarine to smell and he says it smells like fresh bread. MV/O promotes. Text says ‘New Smakovita de Luxe’.

Uses chefs to emphasise quality

2 x15 second versions ran March and May 2011:Different end line and pack shot of different product, ‘Try, Smakovita with butter’Different end line and visual: Product awarded Product of the Year

• Butter was set to grow 2.6% in any otherwise almost flat market

• Health trend – butter seen as more ‘natural’ than cooking fats and spreadables.

Margarine is declining

• Arla Kaegarden’s positioned around nature has leading market share

• Developed ‘food lover’ culture

• Butter usage and attitudes:

- Food lovers see butter as necessary part of a well-stocked kitchen, spreadable butter

is for amateurs, ecological butter is much tastier

- Used for frying, taste to meat or vegetables in oven, baking, gravy, and for putting on

bread

- Butter is a sandwich spread in its own right and you don’t need butter on bread under

other spreads or cold cuts or cheese

Denmark– Market Analysis

Source: Euromonitor, Denmark data from Nov 2010Xploring research: Denmark results

Proposition: The professional companion to help you succeed in your cooking

Ads

Feb-April 2011 ‘Web page with cooking recipes’

Storyline: MV/O promotes clips of a meal being prepared by a professional cook. Also promotes a web page where you can get more cooking tips. End line is ‘More praise for the cook’....

Banner ads: Feb 2011, ‘For more praise for your muffins’

Website

Products promoted

Tips about choice and use of good ingredients, products and kitchenware and video recipe guides


•The brand is the foodies companion and has their best interests at heart– helping them to get more praise for their cooking

•Visuals use a professional chef to endorse use of the product with people who are serious about cooking

Proposition: Committed to making the world’s hearts healthier

Ads

‘Two old friends’ – Feb – April 2011

Storyline: Clips of an old man finding his old friend Jakob dressed in a costume with Becel brand’s logo and colours. He is surrounded by products from this brand. The man in the costume asks the other to stick out his tongue. He does so and the man in the costume says he needs more omega 3. Promoting this product. FV/O also promotes over pack shot in the end.

‘Omega 3 for your ears’ – April- May 2011

Storyline: A man is promoting this brand in store when his old friend comes by. The friend has had his ears turned backwards after going to a classical concert. The man in the costume says he needs more omega 3 to fix it and promotes this product. FV/O also promotes over pack shot in the end.


•Becel is supporting its Omega3 plus range communicating its health benefits to a 50+ audience

• Humorous communication moving away from the more depressing aspects of health deterioration

•The brand appears to have ambassadors – older men themselves promoting the product to their friends, creating a sense of trust

• 2010 oils and fats expected to increase by 2%

• Butter use is relatively small: 80% of Russians consume less than 1kg of butter p.a. (due to

confusion between butter and “butter” ie. spread, and a lack of quality credentials has eroded trust).

And for many, butter = fat = bad

• BUT the consumption of butter is growing as perceived as a healthier option

• Yellow fats perceived as modified and of poorer quality than butter (margarine, cooking fats

and spreadable oils and fats) and are expected to see decline

• Perhaps why most brands position themselves around nature at least in visuals

• Very little activity – only 1 Valio TV in last year

• Russian food lovers:

- do use butter, but in limited quantities for dishes that require a dairy flavour. They prefer olive oil but

NEVER margarine.

- Local/imported: The butter manufactured by local and well-known Russian manufacturers is in

greatest demand amongst consumers (Euromonitor). But food lovers see imports as sign of quality

Russia– Market Analysis

Source: Euromonitor, Russia data from Jan 2011 and Lurpak Xploring Pres

Proposition: A pure and natural butter of authentic heritage

Ads

‘Farmer’ – March 2011Storyline: Farmer gets up early and has breakfast using Valio butter. MV/O promotes.End Line: Best Finnish

2009, “From pure milk to pure pleasure”

2009, “Cows share the secret of tender cream only with one another…”


•Valio is a Finnish brand, and prides itself on its rural and country heritage

•In Russia, it uses pure and natural properties, perhaps to emphasise quality by distancing from yellow fats that are perceived as modified/poor quality

•Versatile uses

The brand is built around Milkmen in rural areas. It promotes the key ingredient – milk

May 2010Story Line: MV/O covers images showing a dairy man grooming his cows to make them happy. Pack shot at the end

Other Russian Brands

Veselyi Molochnik

Our products are still accessible because our cows know nothing

about economy

Positioned on price. Throughout the recession it encouraged people to keep buying their product .


Vologda

Creates an image of premium quality by referring to its heritage, a product of Soviet times. It compliments this premium position with a

focus on taste and wellbeing.

“The base of tasty and healthy nutrition”


Kremlin

• Oils and fats increased by 7% in 2010

• Facilitated by trend of preparing meals at home – financial constraints and ‘good

food’ movement

• Food lover culture is developed. Led to ‘premiumisation’ of food category and so

renewed interest in provenance and good quality – seen in most ads

• Usage – bread, sandwiches and as cooking ingredient

• Butter was fastest growing category in oils and fats

• Butter usage growing vs. margarine shrinking

Australia– Market Analysis

Source: Euromonitor, Australia data from Oct 2010 Saatchi & Saatchi Australia Lurpak Intro deck

Proposition: The butter the professionals use

Ads

George Colombaris – TipsMay – July 2011


• The chef’s choice

• Provenance and quality concerns of developed food culture are met by celebrity chef endorsement and RTB’s such as ‘Aussie’ icon and ‘natural’

• Content: The ‘foodie’ is engaged with valuable content too - website tips

• Versatility of use is promoted, possibly to increase usage

Proposition: the right choice for your family

Ads

‘Made from plant seeds’, Oct 2010End line: you ought to be congratulated


• Draws on parental sense of responsibility to provide their children with natural and healthy foods (healthy being lower in fat)

• Animation and jingle make the tone less serious than the V/O copy is

• According to the Australia Lurpak intro deck this is supported with non-branded health message communications... paid for by Goodman Fielder (Meadow Lea) in association with the Australian Heart Foundation

• Provenance is a key message here too through the imagery

Ads

‘Heart Age’, Mar 2010


• Although not linked to provenance and quality, quality is suggested through quite clinical RTBs

• Very functional in tone of voice but sets the brand up as a companion to lowering cholesterol

• Lots of engagement tactics: Heart Age Calculator microsite, free cookbook with purchase and content rich website

• Oils and fats expected to increase 3% in 2010

• Olive oil benefits from health/wellness trends and culinary excellence

• Butter growing 2% - due to ‘natural’ perception and much healthier than margarine

• Margarine declining - perception it is inherently bad for you despite educational

campaign by margarine brand Mazola

• Butter use:

- mainly to spread on bread on its own. Also used for cooking. Margarine is for baking. -

Jewish dietary restrictions forbid eating meat and dairy foods together, so many

consumers prefer to use oil-based butter substitutes when cooking

- Breakfast is main occasion but increasingly eaten at dinner

• Little activity, mainly focussed on health and wellness

Israel– Market Analysis

Source: Euromonitor, Israel data from Nov 2010. U&A Israel and Guy Gordon email exchange

Proposition: The lightest butter

Ads

‘Guy and Girl Eating’ March 2008

Storyline: A guy and a girl are eating breakfast. The girl spreads Elle & Vire on her bread and eats some. When the guy blows to cool the tea the girl flies away from the table.

•It draws on its French heritage (originated from Normandy) with the Eiffel tower in the background• It uses humour to express this product quality

Proposition: Making food better for you

Ads

Mazola - Upgrading bread: Storyline: Shows examples of how foods can be upgraded from 'good' to 'better' with the simple addition of an ingredient - as a piece of bread can be with the addition of Mazola spread (a very popular vegetable oil based spread)

Mazola - Healthy spread: Storyline: Extols the nutritional virtues of Mazola's Omega-3 rich, low cholesterol, vegetable fat-based ingredients

• All oils and fats categories were predicted to decline due to health trend

• Olive oil least-affected as traditionally the most important oil/fat in Italy and is healthy

• Butter was also one of the least affected

• Butter use: as an ingredient, not to spread over bread as much. Therefore butter is

spread in hard blocks. Butter more common in north, olive oil heavily used in south

• Consumers are increasingly more concerned about ingredients quality. For

butter this is origin of the milk, appreciating ones produced in Italy.

• No competitive activity took place last year. Not widely advertised (or margarine).

• Main competitors positioned around health (lowering cholesterol) or ‘natural’

Italy– Market Analysis

Source: Euromonitor, Italy data from Oct 2010

Proposition: A vibrant wellness brand which believes that health is not at the expense of

taste

Simplicity and taste to your recipes

Naturally good for the heart

The "light butter" approved by chefs

light and vitality

Website


•Valle has a community built around recipes, facilitating sharing of information provided by themselves and others in their community and allows people to vote on submitted recipes

•Recipes are not just for healthy foods

•The use of bright colours and bold graphics makes the brand appear young and vibrant

Proposition: A natural product drawing upon its heritage and origin to promote its quality taste

Pack of Meggle Fiore Bavarese. Grazing cows. Text.27/12/2009 - 01/01/2010

Two cows in a field. Jar of Burro al Tartufo. Pack of Kruidenboter. Mountains. Text.23/12/2009

Ads

• Meggle offers a variety including herb flavoured, truffle, bread flavoured and

individual portions of butter as well as ‘restaurant’ butter emphasising its cooking use

• Emphasis on nature is most likely to be the way they communicate quality (in line

with the importance Italians hold on origins of production)

• Appears a high quality, premium brand - the site is quite corporate and recipes

are luxurious


• Oils and fats were expected grow 8.5%

• Health dominates the mind set. Majority of sales derived from olive, vegetable and

seed oils, perceived to be healthier than butter and margarine. Butter is seen as

saturated fat, a source of cholesterol leading to health problems

• But butter grew about 8% and there may be a changing mindset towards

butter - health benefits are noticed by nutritionists such as Mary Enig who say since

butter is nutritious and "is rich in short and medium chain fatty acids“, this can have a

positive effect on health and prevent disease

• No activity found in last 5 years apart from a press ad from ‘Land O’Lakes’ in

July 2009 with a piece of cake and product on the right

• Butter is used as a spread, condiment and for cooking (baking, sauce making, and

pan frying). Vegetable Shortening and Soybean oil and Peanut oil are also used in

China

China – Market Analysis

Source: Euromonitor, China data from Oct 2010 Network email exchange with Carey Che, China

Proposition: an American product

July 2009 “Land O Lakes Butter” headline

Ads

• Almost all traditional food is cooked in “margarine” (ghee) – fatty and heavy.

Especially used by older women. They only use butter for baking

• Butter is seen as a lighter choice and used in more modern food (more prevalent in

UAE and Lebanon – perhaps that is why competitive activity is there and not Saudi)

• Trend towards women embracing modern food trends such as low fat (for

image reasons in Lebanon and health in UAE). There is also growing consumer health-

consciousness (from alarming obesity level awareness) in Saudi.

• Margarine (in western sense) and butter were expected to grow

• Providing for family, targeted at women – common theme in activity. Smeds is

unusual

• Brand message variety: quality and trust, health, natural, traditional and energy/joy

Middle East– Market Analysis

Source: Euromonitor, Saudi Arabia data from Nov 2010Lurpak Xploring presentation

UAE

‘Aseel vegetable ghee pack’, March 2011

Real taste of life with Aseel ghee. Endline: Healthy Food for a Healthy Life

HEALTHY

Almarai, ‘Rice plate short’, March 2011

A woman is telling us how we can cook a great meal for the family using Almarai Butter. Endline: Al Marai Butter, the vital ingredient

Almarai, ‘Rice Plate’Aug 2009

A woman is telling us how we can cook a great meal for the family using Almarai Butter. Told through drawing on the butter and V/O. End line: Quality You Can Trust

TRUSTED QUALITY

Lebanon

Al Wadi Al Akhdar

‘Butter In Fridge – Long’, March 2008

A girl takes the product from fridge, slices it and eats it with bread. End line: From the generosity of nature

NATURAL

BB, Ghee cooking butter

‘An old lady at a supermarket’, March 2009

An old lady is in a supermarket and asks a man to help her get a tub of BB to make Maamoul with. End line: Do Maamoul with BB

TRADITIONAL

Lebanon

Smeds ‘Girl waiting for a taxi’, July 2010

A girl enters a taxi that is too crowded. V/O promotes you can now win Suzuki cars with Smeds weekly when you enter the draw. End line: Energy, Health, Joy

JOY / YOUNG

Tatra, ‘Kids On PC’, August 2009

A kid is working on the PC when his mother approaches to offer a cup of milk and cakes made with Tatra. The kid creates an animated cow appear on the screen thanking the mother and Tatra milk as well.

NATURAL

• Oils and fats estimated to decline -1% due to health concerns. Olive oil, functional

spreadables and lower fat cooking oils are growing

• Blue Band and Becel reflect this with the two highest shares with health positioning

and is reflected in advertising

• Butter growth whilst margarine declining. Butter growth due to:

- ‘honest’ and ‘pure’ trend. Butter is perceived as a traditional and pure product. This

is perhaps why Campina butter uses the world ‘real’ in reference to taste

- trend towards indulgence, despite health concern, it is popularising butter again.

The Campina visuals demonstrate this. Perhaps this is linked to growing foodie culture

- Campina promoting some butter products for consumption in evening meals

has also helped growth. It is a relatively new type of consumption. Perhaps that is why

see lots of visuals of cooking process

Holland– Market Analysis

Source: Euromonitor, Holland data from Oct 2010.

Ads – margarine

May 2011Press ads, advertorial

‘Staying Healthy: Win A Batavus Bicycle’, May 2011

Storyline: A woman in a supermarket talks directly to viewers about choosing margarine and she steps forward onto a beach. She goes through different life activities. At the end a MV/O promotes the chance to win a Batavus bicycle.End line: Good for heart and blood vessels.

Ads – pro activ

‘Following doctors orders’, March 2011

Storyline: Members of the public in Europe talk directly to viewers about their doctors telling them they must improve their cholesterol levels. They promote this product helped them do just that. FV/O promotes.End Line Helps millions of people to lower cholesterol


•The brand keeps you healthy both through eating the product as part of a healthy diet but through making it easier for your to keep a healthy lifestyle

•Both are emotionally engaging through family characters and interaction despite the functional tone of voice

PRO ACTIV activity

• HART LEEFTIJD COACH (Heart Coach Age), an online coaching program in partnership with health insurers VGZ.

• It is an online coaching program where you take a Heart Age Test, answering questions about your diet and lifestyle, and get a 12 week customized Heart Age plan.

•If you have VGZ insurance you get a discount on the test and discounts and help at the gym

Proposition: Blue Band helps with your child’s wellbeing and development

Ads – margarine

‘Feeding professionals: Stir Fry’ Apr-Jul 2011

FV/O covers close-ups of a woman stir-frying vegetables with this product and eating them with her family. The daughter of the family is dressed in a nurse's uniform. End line: You grow up best with Blue Band

Another adapt with a chef was made

‘Measuring Growth’ Feb-Apr 2011

Music covers clips of a boy being measured. Child V/O covers clip of the boy reading the packaging, who suddenly eats more of the product when he realises this product helps with growth. FV/O promotes the improved packaging.End Line: You grow up best with Blue Band.


•The brand focuses on helping child development

•The ads demonstrates how the product helps children grow, one demonstrating physical growth and the other, personality growth.

•It uses an emotion trigger of seeing your child in what they might want to be when they grow up

•Close ups of fresh food being cooked also reflects ‘honest’ and ‘pure’ trend

Proposition: Giving you real, delicious taste

Ads – margarine

‘Steak for Two’, Mar – Jun 2011

Storyline: MV/O covers close-ups of a man frying steak and mushrooms in this butter, pouring red wine and serving his partner. End Line The butter that doesn't spit.

Dropped the V/O endline ‘when you go for real taste’ seen in past ad below

‘Steak for Two: For Baking and Roasting’, Oct 2010

Storyline: MV/O covers close-ups of someone frying a steak and pack shot promoting this product. End line: When you go for real taste, with super ‘doesn’t spit’ Dec 2010, Steak in pan

‘Delicious Butter. Butter Good for baking and roasting. Doesn’t spit!’

Ads – margarine

Vegetable oil spread, Mar-Jun 2011

Storyline: MV/O covers clips of someone making a snack with this product and pack shot promoting.Endline: Really tasty, really spreadable.

April 2011 – version offering free trial on website


Butter ads:

• Delivers great taste with functional benefits – butter which doesn’t spit

• But the functional benefit of not spitting appears to help produce the great taste – the 2011 ad no longer says ‘real taste’ at the end but the sensuous imagery does

• Usage: baking and cooking

• Cooking process of savoury meals is glorified, most likely hoping to promote cooking in evening meals

• Oils and fats expected to grow only 1%, butter slightly slower than market and slower

than spreadables

• Due to health trend which has had strong influence on communication - FSA

renewed its February 2009 campaign in Spring 2010, aiming to reduce saturated fat

consumption in the UK. Therefore we see health as a frequent brand message

• Butter products are used everyday

• Discounted prices make it hard for private label to compete

• Health is dominant theme in ads and each tries to differentiate themselves within this

UK– Market Analysis

Source: Euromonitor, UK data from Oct 2010

Proposition: Committed to making the world healthier

Ads – margarine

June 2011

Family Talk, Jan- March 2011

‘Win Kinect’, Feb 2011March 2011


•Caring and family orientated tone of voice with your best interests at heart

•Use family characters and scenarios to motivate everyday use of Flora

•Both skus use popularity to promote use

•Health is the key approach

• Pro Activ takes a more serious, medical approach, with clinical explanations of how the ingredient of plant sterols are proven to actively lower cholesterol.

•Margarine has a younger and more fun approach to health. They encourage a healthy lifestyle outside of eating the product with the familiar line ‘Get active with flora’. The brand facilitates a fun way to exercise, offering 750 Kinects for Xbox 360 console (physically active gaming)

Proposition: A tasty way to healthy eating

Ads – margarine

Advertorial, Apr 2011Buttery Taste spread

Advertorial, Mar 2011Olive spread

Press ad, Feb 2011Margarine

Advertorial, Feb 2011Margarine


•The products are for use in cooking (not just as spreads)

•The products bring a great taste to healthy food. The images are not of fattening foods – the unhealthiest it gets is beef wellington

•Therefore set up as a healthy alternative to cooking fats and butter

•The target audience is 40+ (the ‘health’ benefit is the omega 3 in their products which helps lowers cholesterol )

Proposition: Churned like butter

Ads – margarine

May – Sept 2010

‘In the Middle’ Feb – Apr 2011

It's great in the middle, just like Clover. End line: Churned like butter with half the saturated fat


•Differentiated way of communicating health positioning, explained through the way the product is produced rather than its clinical ingredients (vs. Benecol and Flora)

•Uses family comparisons to demonstrate its product attribute, making it emotionally engaging for families

•It’s message implies it is still butter (and therefore get the benefits of that) but with less fat

•Directly appealing to consumers aware of saturated fat (promoted by the FSA in the UK)

Proposition: An authentically Italian olive spread, passionate about quality

Ads – margarine

‘Olive Passers – Win Food Hampers’ July 2011

Storyline: Images of an olive grove where the workers pick the olives in fantastical ways i.e. By suing a pole vault etc. MV/O promotes chance to win a years supply of Mediterranean food hampers worth £700+

Olive Passions, May – June 2010A group of Italian olive growers are going to extreme lengths to catch the best olives for use in this product. MV/O then goes on to promote the high standard of this product. End line: Passion Makes Perfect


•Promotes its Italian heritage by Italian MV/O, Italian countryside images, Italian looking characters and offering Mediterranean hampers

•The end line ‘Passion Makes Perfect’ in 2010 represented a strive for quality of taste

•It was not used in the 2011 hamper ad but the ‘quality’ message was still demonstrated through the ‘Are you an expert olive picker’ line and imagery

•Health is a secondary message through visuals of energetic older people (and the ad was used by Becel in Greece with that messaging)

Proposition: Simple goodness

Ads – Butter

Family Talk Whilst Eating March– April 2009

Endline: ‘Where simple goodness begins.’

Press Dec 2008

Ads – Butter

Press March 2008Press Nov 2007

Ads – Spreadable Butter with Canola Oil

3 Natural Ingredients Mar 2010 – Apr 2011

End line: ‘Where simple goodness begins’

Women try to make butter spreadable June– August 2009

End line: ‘It’s simply perfect’

Ads – Butter with Olive Oil

Made from Colives June – Aug 2009

End line: ‘The Land O Lakes butter you love with the pure goodness of olive oil’

Storyline: MV/O states that butter comes from a cow, olive oil comes from olives, and butter with olive oil comes from 'colives'. Image of a colive, which is shaped like an olive but with the black and white pattern on a Friesian cow. MV/O promotes Land O Lakes butter with olive oil. A woman eats a slice of toast with this butter on.

Endline: ‘The Land O Lakes butter you love with the pure goodness of olive oil’


• Simple goodness is the over arching idea but it is communicated differently depending on the SKU

Butter

• Strong family values – focus on how recipes and food create bonds between people in a family. They also try to provide simple recipes for the family and demonstrate that the product facilitates family recipes.

•They emphasise bonds between friends too in a press ad but family is a more dominant theme

Spreadable butter with canola oil and butter with olive oil:

• Communications split between focus on its spreadable quality and the ‘goodness’ of the ‘natural’ ingredients

Online – Whole Range

Strong focus on simple, versatile uses of their products and provide recipe advice to make cooking easier

Online – Food Service

•Land O Lakes Food Service with YouTube channels for professional use

Final comeptitve review

Self Improvement

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