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Salmon (Finnish)

basics
Industry: Food
Media:TV & Cinema
Published:May 19, 2003
Market:Belgium
Style: Minimalism
descriptioncnen
The launch of Boursin/Crème Bonjour "Cuisine" in four different countries represented a great market opportunity for Boursin as well as an opportunity to refresh the brand image. The brand’s message "refines your life easily" was illustrated through the use of an unconventional, young chef using the product and giving smart cooking tips. In all four countries, Boursin and Crème Bonjour Cuisine greatly surpassed expectations, exceeding forecasts by a wide margin. Additionally, the campaign made the brands receptive for new initiatives, thereby generating a positive "halo" effect.

CAMPAIGN OBJECTIVES
- Gain a minimum of 10% increase in brand awareness for the new product in all countries.
- Achieve a positive overall effect on the brand image.
- Generate trial of the cooking product – the objectives for the countries. concerning total Crème fraîche market share are:
. France: + 3% value market share
. Belgium: + 5% value market share
. Sweden: + 3% value market share
. Finland: + 10% value market share

TARGET AUDIENCE
"Pleasure Seekers" are open-minded people that are in search of daily pleasure and new experiences when it comes to food. They are mostly men/women between 25-45 who lead the household or are in charge of the grocery shopping, mainly living in urban environments.

CAMPAIGN PERIOD
April 2003 to July 2003.

Philosophy/Solution


CREATIVE STRATEGY
People in the target group do not like to plan in advance what to cook, preferring to cook and create spontaneously. Hence, they need smart, refined ingredients which can be used in a variety of ways in order to give even the most basic dishes that extra touch.

The key message for the new "Cuisine"-products was therefore constructed as "bringing taste and refinement to your life easily". "Easy life refinement" was translated into the concept of an unconventional version of a TV-cook : "The Easy Chef". This is a smart young man whose unique and original way of looking at food breaks with conventions.

Every TV commercial was an inspiring "live" cooking session with the "Cuisine" products – not only showing the product in use, but also always adding other good advice on how to refine your personal cooking skills (e.g. how to get more lemon juice out of the fruit, how to know when pasta is ready etc.)

MEDIA
- Broadcast

TOTAL MARKETING EXPENDITURE
Under €5 million.

MEDIA STRATEGY
TV was chosen as the primary medium in order to gain high awareness of the new product quickly. In France, Sweden and Finland, advertorials in magazines were also used. Additionally the campaign was supported with in-store advertising in Sweden and Finland.

Results


- Boursin/ Crème Bonjour Cuisine greatly surpassed expectations with regards to brand awareness.
- Points for indicators such as “More appealing”, “Purchase intent” etc. exceed the country norm in all markets and went beyond the set objective of 10 points.
- In all markets, Boursin/ Crème Bonjour Cuisine increased its market share well beyond targets.
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Other credit:Account Director Martin Isernhagen
Co-Managing Director Lars Trzebiatowsky
Advertising Manager Bruno Witvoet, Thierry Delaunay, Yves Geisenberger
European Category Director Bruno Witvoet
Marketing Director France Thierry Delaunay
Brand Manager France Yves Geisenberger
awards
EACA Euro Effies 2004
Silver
FMCG Food & Non-alcoholic Beverages
EACA Euro Effies 2004
Silver
Small Budget
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