Tag Archives: product

Anya Hindmarch’s cereal partnership is far from soggy

13 Oct

If you didn’t fancy a bowl of Kellogg’s finest before reading this blog, you will now.

Thanks to fashion designer Anya Hindmarch – the woman behind the ‘I’m Not a Plastic Bag’ campaign – the latest trend is vintage-inspired accessories that pay homage to big brands. From Ariel washing powder clutches and Custard Cream purses to Rich Tea baguettes and Coco Pops totes, this collection has hit the shelves at a time when demand for nostalgic kitsch has almost hit the roof.

And one in particular has caught my eye – Frosties.

With a fresh landing page, a strong social media presence and bold e-comms, this partnership is unique because both brands benefit from the added value. Here’s how:

Anya Hindmarch
Having been inspired to develop the limited edition Fashion Flakes range as part of her Counter Culture collection – inspired by her passion for making the ordinary, extraordinary – the bags are exclusive to her stores in London and Paris, instantly making it a sought-after product.

But, so not to put the products on a pedestal, Anya’s cleverly employed the use of social media to create a buzz – making these luxury items seem attainable to the average cereal eater.

Fans are being encouraged to post images or films on Instagram, tagging @anyahindmarch with the hashtag #cerealshopper for the chance to win a £1,350 bag.

With each Instagram post featuring the collection – or the Frosties-themed milk float, which formed part of a PR photo-call where cereal was handed out during London Fashion a Week – reaching 57,000 followers and generating in the region of 1,000 likes, it’s by far the best platform for the designer to show off.

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Frosties
But, what does Kellogg’s get in return for loaning out its family favourite brand I hear you ask? Well, whether you’re a collector or just like your cereal boxes with a pinch of class, you can get your hands on a redesigned Frosties box for a respectable £3 (the same calibre high-end creation at the snippet of the price).

Of course, Tony the Tiger is holding one of Anya’s bags as an extra plug, but on the whole the metro (modern vs retro) interpretation looks good and gives Kellogg’s some new content for its comms channels – something a 100+ year old brand must be desperate for. It’s also been able to share the love with Waitrose where the chic cereal will be available for a short period.

So, as you can see, two totally different brands from different sectors and with different audiences (the proportion of women with Anya’s luxury handbags who eat Frosties is considerably small, or so I assume) can successfully work together.

It’s simply a case of sharing key assets – in this case it’s Tony – and making it relevant to each other’s customer base using the right comms channels. It’s like a formula and this one has been well executed:

 

Photo-call launch + global news hook + exclusive product + competition + social media = brand awareness + recognition + engagement = sales

Do you agree? What element of the partnership do you think tastes grrreat?

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A child Picasso gives Waitrose a helping hand

26 Aug

20140430-231008.jpgThey say the ‘kids are all right’. But, the phrase should be the kids are always right. Earlier this year a little girl wrote a letter to Lego complaining that boys had all the fun because they got the chance to play the hero, whereas female figures had limited prospects sunbathing on the beach or relaxing at the beauty parlour. Lego listened and promptly launched a limited edition set of inspirational female scientists that have sold out in stores in the US.

Now, seven-year old Harry Deverill, from Dorset, has taken it upon himself to redesign Waitrose’s bottle of brown sauce. He couldn’t work out what the current picture was meant to be, so supplied the supermarket chain with three alternatives. And, as a result, it’s replaced its essential range’s brown sauce label with one of his images.

It was always going to be a success.

Up-market supermarket Waitrose, which previously slid to PR success, has not only shown that it listens to its customers’ suggestions (note suggestion, not complaint), but that it’s also open to change. And, in doing so, has proved that it understands good PR.

I’m sorry Harry but, in the foodservice industry, updating packaging that has existed from the beginning of time is not high on its list of priorities. After all, it’s got shelf space, profit margins and new products – such as Curiosity Cola, Birds Eye Mas#Tags and Warburtons – to contend with. But, in spite of all this, it knows that putting a call into its printing factory is worth generating content for its own publications (Waitrose Kitchen and Waitrose Weekend) and national consumer titles such as the Daily Mail, Daily Express and the Metro.

Although, this wouldn’t be Prime Time if I couldn’t find a way to critique the perfect PR stunt.

Taking a proper look at the previous label’s artwork I can conclude that it’s bad – really bad. Why Waitrose has been precious about it for so long is beyond me. So, why not extend the opportunity and launch a competition for other children to submit their designs for its essentials range? I appreciate that redesigning the entire collection might be a bit much, but it could start with the condiments and table sauces and work it’s way through the shop slowly.

This will generate even more content for the brand to roll out across its:

a) Social media channels
Competition entry galleries where fans are encouraged to vote for their favourite image.

b) Marketing magazines
Features on the children behind the winning designs.

c) TV shows
PR through cookery demonstration discussions.

A competition would also lend itself to a local PR campaign in hotspot areas, with the results transitioning into advertising slogans.

It’s come this farand I salute Waitrose for its willing gesture. But, it doesn’t have to be a one-hit wonder. Keep the momentum going by involving more customers and sit back and enjoy the results.

What do you think?

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Instagram won’t be the same again after reading this blog

13 Jul

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They say a picture is worth a thousand words. Then, what’s the value of an Instagram? I guess it depends on what filter you choose.

One thing’s for sure – brands are boosting their presence on the photo-sharing site and I don’t just mean using hashtags. Clever companies are now using it to build entire campaigns.

Ikea
To launch its new PS 2014 collection, Ikea used Instagram to create a mini website by creating a profile for each piece of furniture in the range, and linking them together using the tagging functions.

This allowed users to scroll through the different items on the site, just like flicking through a catalogue, because every page was linked. It also encouraged people to add to the website by snapping their own pieces and tagging them – to show they were associated with the brand.

Sky Rainforest Rescue
A partnership between Sky and the World Wildlife Fund, the charity has launched an Instagram account and uploaded a blend of 60 images and videos – each tile representing part of a design created by an artist – giving users a unique interactive tour of the Amazon.

From unique illustrations to exclusive blogger content, every time a user follows the account and clicks on one of the tiles, they’re automatically entered into a competition to win a pair of sustainable VEJA trainers, designed by ‘eco-warrior’ model Lily Cole.

It’s pretty obvious that these innovative campaigns are changing the way we use social media. So, what can we do to give our own profiles a makeover?

1) What’s your strategy?
I don’t mean to offend anyone with my patronising nugget of advice, but if you don’t know what you want to gain from Instagram, you won’t achieve anything.

– Want more followers?
– Want to network?
– Want user-generated content?

Create a tick list and prioritise in terms of importance. Then, look at what content you have and create a plan to either drip feed it over the coming weeks, building momentum, or sync it onto the page in full as part of a bigger campaign.

Right, lecture over. Back to the quick wins.

2) Chill out
Don’t go for the tough sell. Instagram is the perfect platform for brands to show off their talent and personalities.

If you wouldn’t read your own updates, chances are no one else will.

Worried that no one will really ‘get’ what you do? Then stream Instagram on your website. Problem solved.

3) Press record
In reference to my opening line, surely videos are worth a million words.

Quality is important, but don’t make a meal out of creating a video. As long as the content is clear and engaging, with a relevant call-to-action, it’ll work.

Then PR your post by shouting about it on your other social media channels.

Not enough? If you’re a bit more creative, you could always explore capitalising on the filter craze by creating your own branded option and pitching it into Instagram. That should get you noticed pretty quickly.

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