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So Good
So Good produce soya based milk alternatives, it’s a low interest category, not many people get excited about milk or milk alternatives. But we were launching something that we knew would make some people really sit up and take notice. So Good was launching a Fat Free version.
Our research showed that the primary target audience was women who worry about their appearances and buy low fat food. At any one time, 40% of women are trying to loose weight and many others adopt a saint-vs-sinner approach to food, balancing out the indulgent with diet foods.
These women are become increasingly aware that it’s not just about eating fewer calories but taking into account the nutrional value of food you eat, a clear advantage of using So Good Fat Free.
The discovery of a dairy alternative, packed with plant oestrogen’s that is completely fat free, yet has the consistency of semi-skimmed milk and also gives them stronger bones and better skin is great news to them.
FAT FREE AND GORGEOUS
The strategy we devised educated our target audience about So Good, promoting the product in a relevant but, fun and engaging manner, whilst also relaying all the substantial benefits of this great product.
We positioned Fat Free as the right response to the changing requirements in the health / diet market whilst adding its own unique qualities in to the market place. We made it user friendly by creating recipes, incorporating it further into consumers' eating habits.
Jo Pratt was brought onboard to develop tasty recipes without the guilt of calories using So Good Fat Free and to inject some gorgeous-ness into the campaign. The recipes were incorporated into a roadshow, booklet, website and in editorial.
The campaign launched with a 45sec tv ad produced in-house, the ribbon device which ran through the illustrated piece showcasing the health benefits and product versatility. The ribbon appeared throughout the entire media campaign: in free sample coupons strategically distributed with body con delivery’s to our target, eg Fig Leaves, at point-of-sale, in the recipe booklets, in online ads, on the micro-site supporting the campaign, and seeding bog-off’s with money saving sites like www.moneysavingexpert.com.
Using such a strong visual hook allowed us to make a comparatively small spend stretch further and weave fairly disparate elements together.
