Winiary (Nestle culinary brand in Poland) has in its portfolio a number of different products, for very different occasions of consumption. Typically, they communicate them separately within short single ATL actions.
challenge
Winiary want to build an image of a brand that should reign in the kitchen of every Polish family in various forms. It has decided to carry out a campaign uniting all of its products. Our campaign „Loving by cooking” was the answer to this goal. It was a first action like that for Winiary that promoted so many different products from different categories.
Solutions
The idea of the action was based on this thought: „We do not cook for ourselves, but for the family love. For our family, too - and not for ourselves – we want to win awards in the lottery.” The above statement was neatly put in an easy-to-remember slogan - „Loving by cooking”.
The mechanism of the action was based on a lottery. Purchase of at least 3 products from Winiary portfolio entitled consumers to apply for a reward (by sms or snailmail). The only prerequisite was to keep the sales receipt.
The awards in our lottery were tailored to the needs of the target group, suitable for the whole family as well as inspiring the joy of all its members.
The mechanism of the action was based on a lottery. Purchase of at least 3 products from Winiary portfolio entitled consumers to apply for a reward (by sms or snailmail). The only prerequisite was to keep the sales receipt.
The awards in our lottery were tailored to the needs of the target group, suitable for the whole family as well as inspiring the joy of all its members.
The campaign was widely communicated on TV, POS and by customized tools. Campaign used unusual and innovative solutions as for Winiary. Also TV spot firmly stood out against the background of the current brand communication. It used communication channels such as:
TV spot
Radio
Press
Dedicated microsite
POS
Ambients
Gadgets
Online campaign
TV spot
Radio
Press
Dedicated microsite
POS
Ambients
Gadgets
Online campaign
Results
The action was an outstanding success. The lottery received over 250 000 applications and consumer survey carried out after the campaign showed a significant increase in knowledge about the wide Winiary portfolio. Moreover 3 more editions of „Loving by cooking” were carried out in following years.
Our idea to present the brand portfolio using lottery campaign was a perfect solution. Nestle (mother brand of Winiary) used it in following years, too. It uses it to show the multitude of its products in the „Eat tasty and healthy” campaign.
Our idea to present the brand portfolio using lottery campaign was a perfect solution. Nestle (mother brand of Winiary) used it in following years, too. It uses it to show the multitude of its products in the „Eat tasty and healthy” campaign.
Spot:
