Tag Archives: The Grocer

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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Birds Eye gets social media savvy with Mas#Tags

17 Feb

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You’ve probably heard of the ‘tweet what you eat’ concept, but now you can eat what you tweet thanks to Birds Eye.

That’s right, the food brand has moved away from its traditional potato waffles, hash browns and fish fingers in favour of Mas#Tags.

Inspired by social media, the potato shapes include emoticons and symbols such as: 😊, @ and #.

The news is causing quite a (Twitter) storm with articles posted on: The Independent, Huffington Post, Digital Spy and The Grocer, but I’m surprised that the brand hasn’t taken to the most obvious outlet to boast about its latest creation.

The company has confirmed Mas#Tags via direct tweets to excited customers, but hasn’t shown off profile pictures or worked to get it trending on Twitter… yet.

Birds Eye has proved that it has its finger on the pulse when it comes to connecting with a social media generation, but why is it only concerned about what’s on the plate?

Not only would it have been a great opportunity to launch a digital word game to celebrate the launch, (a carbohydrate-based Flappy Bird anyone?) but at the very least link in with top supermarkets – Asda, Sainsbury’s and Tesco – which will stock the product from March.

It could be a strategic move to ensure that the talkability factor around the product remains high, but I believe in striking while the iron is hot.

What do you think? Will you be cooking up some Mas#Tags?

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The Olympic Torch comes to Croydon

23 Jul

I was lucky enough to catch a glimpse of the Olympic Torch this afternoon on day 66 of its momentous journey as it came through London Road in Croydon. Almost one year after the riots, it was a fantastic sight to see so many people gathered to celebrate part of the legacy of the London 2012 Olympics.

I saw Beth McKillop, deputy director of the Victoria and Albert Museum, carry the Torch through the street as she was cheered up the high street. Sir Patrick Stewart (Captain Jean-Luc Picard from the Star Trek movies) continued the Croydon trail later in the afternoon and described the experience as better than any move premiere he has ever attended.

Before I saw the Torch in all its glory, I was clearly reminded of the controversial reason why the Games can be dubbed ‘one of the greatest shows on earth’ as it was preceded by sponsor buses: Coca-Cola, Samsung and Lloyds TSB. They created a fan-fare of excitement for people as promotional people ran down the road waving flags, shouting encouragement and blasting music from the buses.

But, one sponsor in particular must be questioning if this is all worth it. The Grocer revealed at the end of last week that £50m top tier sponsor Cola-Cola posted a drop in sales month-on-month for the last quarter against rival Pepsi (who took the lead of Euro 2012). Boss Hubert Patricot has quickly responded to say that, of course, the London 2012 Olympics and Paralympics are long-term investments for the brand which will continue to leverage the ‘once-in-a-lifetime’ opportunity to better engage with their customers. Time will tell.

Here’s a brief look at the sponsor buses:

Track the Torch’s remaining journey here.

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