Nutrella’s Multigrain Bread – Launching Strategy and Campaign

Posted on February 10, 2010 |

Agency: Expertise Group

Client: Grupo Bimbo

Product: Nutrella – Vitta Natural Bread

Date: April/ 2009

*Download original presentation here*

Background:

Grupo Bimbo, Latin American leading baking company, was about to launch a new line of breads for the Nutrella brand.

The Unique Selling Proposition for the new line was “Natural – 100% whole weat”.

Demand:

Grupo Bimbo was looking for an strategy that could integrate both the “Communication” – with visual guidelines and packaging being already pre-approved by their Ad Agency – with the “Activation” of its new line of breads, resulting in a coherent approach in its many different channels.

This strategy should also be focused to involve at least one of their three main needs: Trial Tastings, Awareness and/or Partnership.

Development:

As we were asked to aim on a really broad target  - Women, AB+, 25-44  - we knew that to succeed we should find the right balance between being broad enough to be understood by the target and, at the same time, being deep enough to deliver the right message.

With that in mind we started out mapping the innumerous contact points shared with our target. After that, all of those places and situations were faced with the Nutrella’s USP. In other words, we started to look out for places where our target could be impressed without being disturbed, as the product was supposed to be merged with its surroundings.

We also setup some conditions that had to be respected throughout the proposed activities:

- Content – Always be beyond the message itself, delivering content that would enlighten or facilitate our consumer’s life, bringing real benefits for them.

- Be natural, nature-related – Bringing Nutrella’s positioning to life, making it real, more than a speech.

Execution:

The strategy behind all the proposed actions was to always relate the new line of products to the concepts of “Healthiness” and “Well-Being”, no mater which was the point of contact developed. With that we would be able to keep the unity of the message throughout the channels, rightly positioning the product for its many different consumers.

A second point that was really stressed was the “natural” appeal. All the materials used to support the communication should be in line with the message itself, reinforcing it.

One third and important point was the development of partnerships that were beyond the usual, taking the product to places where it was not necessarily sold. This out-of-context message allowed us to take the product one step farther than its rivals as its message was going to be exposed on competitors-free environment.

Result:

Accordingly to the Client’s words the project was “far beyond from all others presented” and “there was no other way”, even if they wanted, “to not recognize the Expertise Group as the winner of this pitch”.

After hitting the market, these are some of the numbers obtained for the POP channel:
- 200+ activated establishments;
- 280,000 approaches;
- Positive conversion rate = 37% (approaches turned into sales)

» Filed Under activation, branding, campaign, creativity, planning, product launching