Case Studies - Reindeer-Preferred Carrots
BRIEF
If someone were to ask you if you could market carrots as children’s confectionery, you’d wonder what recreational drugs they were taking and seriously consider pushing them out through the airlock.
But this is just what happened when the Lamatinna Group came to the Starship and asked us to increase children’s consumption of carrots, by having them replace the usual, enormous bundle of sugar-laden snack foods found in mothers’ shopping trolleys during the Xmas period.
SOLUTION
“Ho! Ho! Ho!” we said, and immediately set about a campaign to advertise Happy Valley-branded carrots in the confectionery manner, with the help of Santa’s-Reindeer-style character. Go Rudolph!
Based on this character, we positioned our normally unglamorous vegetable as “Reindeer-Preferred Carrots” and launched a national campaign based around this theme through Woolworths supermarkets in the month or so leading up to Xmas.
We created an interactive web site that had both child and parent appeal, and this “home of the reindeer” included games, recipes, facts about carrots and an area where kids could ask “reindeer questions”.
Looking more like the venue for a cartoon character or toy, the site was an instant hit, and was supported by a competition for kids to win one of fifty iPod Nanos. Entry for the competition required the purchase of Happy Valley-branded Reindeer Carrots and the entering of the pack’s barcode at the website.
The campaign also included ads featuring the Reindeer character in kids magazines and animated online banners in relevant websites.
RESULT
The response was incredible, with more than 8,000 competition entries received in one month, over 500,000 1kg bags of carrots sold in the first 14 days alone, and ongoing average carrot sales up by 20%.