Tomato Products Wellness Council posed Barc with an interesting challenge: how do you convince consumers that the tomato products they know and love contain fiber, lycopene and heart healthy benefits… and how do you make that fun? Our job was to create an integrated message that convinced the consumer that tomato products are not only a versatile component for delicious family meals, they are an important source of heart-healthy nutrients.
The Primary grocery shopper who prepares meals is looking for both healthy and delicious meals that easy to make and please their family. Consumer research established that: 1) users responded favorably to positioning statements that conveyed the health-related attributes of processed tomato products, and 2) improved attitudes could drive increased intent to purchase. After testing several different concepts, consumers reacted most favorably to an approach that was honest, friendly, believable, and helpful. Therefore, building a holistic positioning that incorporates both the emotional and functional was going to be essential.
To break through the clutter, Barc created a unique and dynamic integrated marketing campaign (TV, Radio, Online, In-store) that communicated the health benefits of processed tomato products by answering the question, “How Do You Make It Delicious and Nutritious? Tomato Makes It! The :30 TV spot utilized cost effective, stop-action animation creating energy around simple family favorite meals like as pizza, meatloaf and pasta all featuring different delicious processed tomato products. To attract, engage and retain the attention of today’s primary grocery shopper, Barc also created radio, banner ads and in-store messaging to generate a 360° dialog with consumers along the path to purchase.
The campaign was launched into multiple test markets in early January 2012 with plans to expand regionally before the end of the year. IRI store data and Pre/Post U&A results are pending.