benwoodcock
Delicacy
enthusing passion for food marketing. Alongside tips, resources and special features for Marketing grads like myself - who want to get a foot in the door in the industry.
Personal Blog By Ben Woodcock - @BenWoodcockUK
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Weetabix 'Fuel Britannia' print is the last hurrah in the Delicacy Jubilee series. Phew?!
Agency BBH have expertly linked the core values: Heritage, Britishness and Fuelling Britain in a realistic image depicting Her Majesty's breakfast layout. A bi-product of the ad also unravels the mystery of what the Queen eats to kick-start her busy days, something which has boggled the mind of many for years!
Quirky, yet simple and hits the button for the mass market.
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Domino's rewards social media fans to support launch of Mexicano range.
Through a special Facebook pre-launch promotion of the new range, fans are offered the chance to get £5 off the usual price for a large Mexicano pizza, before they go on general sale. In return, the public are asked to 'Like' the Domino's Facebook page.
Digital has also been utilised in the form of a augmented reality app, Blippar, which fans can download to access a Mexican-themed game, 'pinata'.
As well as engaging with its digital base directly, Domino's clearly understands that mobile gaming is rising in popularity in young people throughout the UK. The quirky game and exclusive promotion add fun and excitement the campaign, which reinforces the aspirations of its target market. By installing the app and liking the Facebook page, Domino's have crafted a way to naturally develop loyalty and add longevity to its campaign.
Sure you will join me in trying out the new Mexicano Pizza - its being rolled out in stores today!
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In Italy, 'La Bella Figura' signifies a way of living that strives to always embody an authentic image, recognise elegance and simplicity, and beauty in all forms of aesthetics. - labellafigurabeauty.com
As I strolled back from work last night, this beautiful three-wheeler caught my eye. Got me thinking. What's it called? Is it still running? Is there an Italian connection? Don't you worry, all will be answered.
After a little research, the name of the scooter is a Piaggio Ape. It was right outside Dino's Coffee Lounge, a new business in rural Derby. In an area more famous for it's fields and largely middle class community, a scooter made for poor urban Italians after WWII is bound to turn curious heads in the next few weeks. You may be thinking why? After all, I'm sure you'll agree that you engage with what you find most meaningful and relative. Don't you?
After a recent trip to London in May, Grandpa asked me about some of my highlights..
While shopping around Brick Lane, a French troupe amassed a joyful crowd in the middle of the high-street. Not even the most humorous and witty trader could pull people away from the scene. It was packed. It was passionate French fizz. A dosing of French culture right in the middle of London. Unique. Totally against the grain and the effect was amazing.
Grandpa was slightly perplexed and unconvinced.
On a lesser scale, the Piaggio Ape outside Dino's will have a similar effect on people. Spark interest and intrigue. Dino's have a Marketing tool literally on their doorstep, pulling people in. So why have they spent limited Marketing budget branding the vehicle?
Dino's acted on an 'Experience Economy' philosophy, adding value to his service through creating a unique experience for his customers (the Piaggio Ape). Consumers want and expect more than just a quality coffee that's available and at good cost. After all, we can make equally good stuff at home these days! The shift from goods and services to experience economy is illustrated through branding up and down your high-street. The tagline 'more than just a...' has emblazoned many shop windows and campaign materials.
Don't get me wrong, the management of authentic experiences for customers has always been prevalent in the premium entertainment industry. Disney is a great example. Recently, increased consumer knowledge and choice has meant providing experiences to customers is important to all Marketing efforts in all service sectors. Half-time football entertainment. Dancers in-store at A&F. Leather seats on buses. Café's in Supermarkets. All examples of businesses implementing such philosophies, resulting in them being able to justify price increases without decreasing consumer satisfaction.
However, some corners have stated that some brand experiences can come across as fake. This is where the notion of authenticity comes in. Art and Business state that 'authenticity has become a primary concern in their (consumers) purchasing decisions. Consumers want what's real.'
This ties in very nicely with the opening quote describing La Bella Figura. Go read it again! Part of the La Bella Figura philosophy is being authentic. As an Italian himself, has Dino added an experience from the heart?
It may be a three-wheeler dating back to the late 1940's, but Dino has added a little Italian flair and made it look great - reinforcing the 'Figura' idea that anything can be made to look beautiful. Looks like he's enjoyed it too! The small touches like the smiley face and chalk board reflect a passionate and genuine natured owner. He wants customers to experience Italy from the heart.
The website also echoes many aspects of the Bella Figura way of life.
I have to say it's a fab move by Dino's to add the Piaggio Ape. He said to me it's currently not running, but hopes to add a 'Vespa' engine in the near future with great gusto and energy. This was early Sunday morning..
Coffee chain Starbucks are currently implementing services to meet the new 'Social Economy' phase, but all is not lost for rural coffee shops who are focusing on providing good quality and brand experiences. They may be a few yards behind, but isn't this all part of making what you have beautiful and simple? La Bella Figura. Good luck Dino's!
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Morrisons launch community project to mark Jubilee celebrations.
The major food retailer has launched a Community Celebration Competition for social housing residents to win £500 for a local community project.
The move has been supported by ads featuring Morrisons star ambassadors, who are shown setting up a street party, resulting in a brand aiming to assert itself as one with community values at its heart.
At a time when council budgets are being cut and communities are feeling the pinch, this campaign proves that Morrison's are really listening to the main concerns of their customers and communities.
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Iconic brand Kellogg's creates vintage cereal boxes as part of its Jubilee celebration.
The authentic illustrations date back to the 1950's when the Queen ascended the throne.
Paul Humphries, marketing controller for Kellogg’s said: “The Diamond Jubilee is one of the great news stories of the year along with the Olympics and retailers will be looking to capitalise on this event.
“Royal memorabilia can be a valuable marketing tool and we can help retailers by offering these limited edition boxes, along with over 100 years of heritage, which will be popular with shoppers keen to have their own Jubilee keepsakes.
“There is only a small number available, so once they’re gone- they’re gone and we believe they will help to drive cereal sales as the nation gears itself up for the summer’s celebrations.”
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Handy Tip #1
Knowing where to begin your job search can be like scenes at Uni - so much washing-up on the side you leave it. Put it off in hope some poor bugger will do it for you. There are tens of Job Websites. Even more Tweets, Blogs and Videos telling you how to go about hunting for that dream job. It's simply horrible to digest.
After six months of looking, i'm beginning to better my skills in the job search. I've had temporary work at Coca Cola, and recently been offered a fair few interviews. Hopefully these easy-to-understand hints can help you out - from someone who's been in your shoes too.
Here we go!
Handy Tip #1.
Think about what you enjoy. What do you value? What are you passionate about? What do you follow? If you struggle to think of anything, ask your friends and family. After all, these people know you best.
Why is this handy?
It helps both you and the employer in the job process.
If you are applying for roles in industries or sectors in which you are passionate about, you are much more likely to come across well in the cover letter and at interview. Also, nearly all job websites offer easy-to-use search functions, which allow you filter elements such as location, sector, level and salary. Makes it easier to wade through all the mess.
The employer would much rather take on somebody with a deep-rooted passion and enthusiasm for the cause. Why? A focused graduate is much more likely to learn quickly from training programmes, as well as grow strong loyalty to the business. This can help a company reduce costs in the long-term, and also improve its workforce.
So before you apply for hundreds of diverse roles, think about narrowing that search.
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More fruit. Less nonsense. Yoghurt brand Onken gets a natural makeover.
Appointed nine months ago, Design Bridge were given the task to both create new packaging, and update the brands identity. June 2012 sees the new-look rolled out in stores across the UK.
Packaging.
The new packaging features close-up, natural photography of fruit, with the designs interlocking when the pots are stacked.
Asa Cook, design director at Design Bridge, states the key message is "generosity". This links to Onken as being the first UK Yoghurt brand to go 'big', as well a generous % of fruit content in its pots.
Cook adds, 'We emphasised the naturalness to get rid of the artificial treatment' and to 'just focus on the fruit'. It is clear Onken are embracing current social trends. Health and goodness.
Identity.
Design Bridge have also updated the identity to create a 'softer' and more 'natural' feel. On the topic of identity, Cook says, 'we wanted the new designs to be no-nonsense and down-to-earth.'
See if you can spot the new branding out on your next shop! Meanwhile, a new ad campaign fronted by Karmarama will launch next month, using the 'just real tasty yoghurt' positioning.
Opinion
As I dived deeper into my thoughts on this campaign, I pieced together a simple idea. Marketeers aim to echo likeable human personality traits within their brand identity. Certain traits fit with certain brands and markets. Dynamic eh? In this case, Onken have aimed to produce packaging which connotes a no-nonsense and down-to-earth product. Aspirational and rather vague. But the simpler and cleaner design certainly wins me over. And isn't this telling us that Onken market to the masses? Remember the programme Family Fortunes?! I'm sure these two traits would come high on a round of likeable personalities.
What other brands have forged an aspirational identity?
If you're still with me, take a look at a recent ad by Asics.
It is a brilliant example of a brand linking itself with aspirational attributes. Modesty. Belief. Diversity. Future Sighted. Independence.
It moves people. It inspires. It gives people faith in the future. This is all down to the brand creating an aspirational atmosphere in its campaigns. A Youtube comment gives this some context.
"WOW! I want to go train for something right now... and beat everybody... at everything!
scont35 1 month ago"
The conclusion, therefore, is this. Marketing is dominated by aspiration. Consumers digest brands as a way of either reinforcing their core value system, or as part of a journey to reach their aspiration. Or both.
For Marketeers, it is very important to keep up-to-date with what their customers value in both humanity and the brands they choose. Understanding their aspirations is also crucial to the process of crafting a great brand identity.
Great new look Onken!
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31/05 - BREAKING NEWS: According to Campaign Magazine, Old El Paso is reviewing its Global Advertising account, 'worth around £25m'. Interesting that the news comes at a time when General Mills have laid out a major campaign for the Jubilee weekend.
Old El Paso next in line to take a bite out of Jubilee Brand Market.
Brand owner General Mills have collaborated with UM London (Digital), Work Club (Outdoor ad) and Saatchi & Saatchi (TV ad) for a multi-channel Marketing campaign in the run up to next week’s celebrations. The ads will feature the tagline ‘Bring on the Jubilicious Weekend!’ Also, branded messages on the screens at the official Jubilee viewing will encourage the crowd to perform a celebratory Mexican wave.
Ed Culf, Marketing Director at General Mill's is satisfied that “The brand sits at the heart of friend and family occasions, so the Jubilee weekend, as the kick-off event to the 'Summer of Euphoria', is the perfect time to engage our consumers."
The TV ad is here: http://on.fb.me/Jh3yTE
Opinion
First impressions I convinced myself this campaign would not work. When Britain does Britain; ‘Tex Mex’ food is chucked out the window and forgotten. We are famous around the World for our food identity, so why not toast the Queen with Gin, Scones and Sandwiches? Rooted in such delicacies are our best family memories, hopefully, so it’s for this reason that many on Jubilee day will turn blue, white and red, and as a result, favour typically British foods.
However, Travel website 'Time Out' confidently state that Tex Mex food is 'alive and kicking in the capital'. Whether they involved Buckingham Palace in their research we will never know. What is for sure is that some less traditional British folk will ensure their celebrations are different, and cooking up a feisty Tex Mex feast may well tempt them.
Further, you may well be surprised to hear there is a long history between Brits and Mexican food.
As the Queen came to power in 1962, Tex Mex had fortified its position against other ethnic restaurants, such as Greek and Turkish delicacies.
As the younger and potent Old El Paso brand clouds our historical memory of Mexico in Britain, we have to remember Tex Mex delicacy has long been celebrated in our culture.
Check out Delicacy in the coming days for more on this campaign.
Ben Woodcock @BenWoodcockUK
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Cadbury's Wispa Print Bus Stop Ad
Taken: 23/05/12 @ 08:39.
Location: http://bit.ly/KciRiH
Stumbled across this advert on the way back from my girlfriends. Can anyone explain the meaning behind, "Time Well 'Mis' Spent"? Other than that, this ad sits well alongside other Cadbury campaigns which have focused on the fun element of the brand - namely 'Spots N Stripes', 'Dance Off' and 'Keep Team GB Pumped'.
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Food stands us out, food brings us together.
"Move, eat, learn."
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A young farmer's son braves through a day of unpredictable and painstaking work with his father. Crucial to the ad is where the son asks the father if he can help. He wants to be on the farm working rather than being asked to. Throughout the day the father gives little empathy to the sons inexperience and lack of energy, possibly giving the sense that the father is manipulative.
However, while the family sit around the table at the end of the day; dad tells the son "you did great". Very genuine, which connotes an organic relationship that is building between father and son, which beautifully reinforces Hovis' brand messages: Working hard to bring satisfaction. Organic and natural, and lots of love!
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Olympian Rodger Black makes a outrageous confession.
The Olympic Medal winner stars in a video for Flourette UK, the ready made salad company. The way the advert captures your emotion is brilliant.
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Brilliant Simpson reflects on Chinese and Inca Art in fiery sauce bottle labels.
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Mr Kipling and Co re-create a royal procession using mini figurines. The packaging and text has been severely altered in tune with the Jubilee celebrations.
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..will be happy if mum appears with a golden syrup sponge. And custard.
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The Margaret Fulton Cookery Course
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