Welsh Lamb is a premium product with a unique story to tell. A story about animal welfare, quality and wild nature. The lambs are bred according to traditional farming methods, with minimal human interference, spending their whole lives under the open Welsh skies. This is why Welsh Lamb has been awarded the coveted status of Protected Geographical Indication.
But with increasingly busy consumers and the intense battle for their attention, the challenge was to cut to through and let the unique brand story come to life.
For 3 months we streamed live – all day, all night and every day of the week, from two different hill farms in the Welsh highlands, where the lambs are bred. The purpose was to show the product in its purest form and give the customers a front row experience of the unique brand story.
The live-campaign was activated through social media channels, giving the consumers a unique opportunity to interact with the brand and become a part of the story themselves.
Over 3 million livestream views
27.000 watching an average of 11 minutes
Increased sales by 26% compared to last year
How will you get heard in the market when you do not have the size of your competitors? This is the challenge that Sunset Boulevard is facing. To find the most ideal spot in which to be, when you cannot possibly be all over the place is a very delicate task. And, to Sunset, this spot is: Facebook. Because here, owing to the medium's multiple options for segmentation and target direction, we can get quite close to the target group and, thus, be right on target, sending the individual a highly specific message.
The strategy of Sunset Boulevard's presence on Facebook is clear: less tactics; more sentiment. Every posting must generate a reaction. There must be room for emojis. Emojis that may represent a smile, a recognisable situation or a craving for something that looks mouth-watering. The most important thing is that we strike a chord with our users which will make them feel that time spent with Sunset is time well spent.
When working with softer messages, Sunset will become more relevant to the target group. Establishing relevance, we generate involvement and increased time spend. And this is precisely what makes Sunset top-of-the-mind, creating a cool brand image – and, in the end, this is what will send burgers over the counter.
LINIE is the world’s oldest aquavit and is known for its unique maturation process on the sea. Ever since its origins in 1805, every drop of LINIE has sailed around the world in sherry casks, crossing the equator twice. It’s this long journey that gives LINIE its soft, inimitable taste.
But the brand needed to be communicated in a more novel way that also appealed to a younger target group. Therefore, we repositioned LINIE from being a traditional Norwegian spirit to being the contemporary Nordic premium aquavit.
by giving it a more modern and exclusive look targeted at a younger and trendier segment.
about LINIE’s unique journey – because one of the things we discovered was that many people don’t actually believe that LINIE is matured at sea.
So that LINIE could go from being something you drink neat to being an ingredient in a delicious cocktail, for example on a Friday night out.
But how did we do it? We developed the ‘Explore LIFE. Explore LINIE’ platform and an integrated campaign in which we constantly encourage and inspire people to explore life and the soft, unique taste of LINIE. All to add extra value to their experience of the brand.
The ‘Explore’ advert shows lots of occasions in which people enjoy LINIE, and all sorts of surprising things you can explore around the world. And of course it tells the inspiring story of the LINIE brand.
A new global website is the gateway to the digital exploration of the brand. Here you’ll find surprising facts, stories about the craftsmanship behind LINIE, and recipes for food and drinks. This digital world mainly uses Facebook as a platform to activate and interact with various target groups online. But Instagram is also an important element in the campaign. There LINIE encourages people to share their own exploration using the hashtag #ExploreLINIE.
Plaisir Young Skin is targeted at women in their 20s. As to skin care, this is an overlooked target group, as the industry has generally focused on the impure skin of the teenager and the mature woman's worries about wrinkles. Thus, the challenge was to create a design and a universe that would appeal to a new target group – a target group with a busy schedule, a ditto timeline and a critical attitude to anything suggesting conventional advertising.
The premise of this strategy was a universe that would primarily work on Matas' own platforms and, in particular, on social media. Hence, top models and pseudo-scientific promises of efficiency were rejected in favour of an attention getter represented by playful and live elements accompanied by cheerful music – focused on essentials expressed in brief #-texts.
Quite in line with the spirit of the target group, the products contain neither perfume nor other superfluous chemistry. Our design is simple and graphic. Though retaining references of the mother brand's rhomb-shaped graphics, it stands out with an identity of its own – an identity targeted at the young.
The universe was developed to facilitate easy production of small and unpretentious stop-motion films that will be effective on the digital media. All is handmade – no cheating! (Bonus info: It took two men and an AD one long weekend to fold Flamingo, Pineapple and Camera, and 150 different rhombuses.)
The relaunch of the Bygma brand was about more than communication.
There was a time when Bygma traded with everyone from major contractors to single old ladies. As a result the chain ended up not representing anything in particular.
In close cooperation with Bygma’s management, we decided to target the construction professionals, knowing that this would also attract the most ambitious do-it-yourself people – a segment with a lot of purchasing power.
Creating a strong position for a brand is more than a communication task. In Bygma’s case, it meant making radical changes in the stores.
THE STORES WERE RELOCATED
THE STORES WERE REMODELLED
THE PRODUCT RANGE WAS UPGRADED
THE STAFF WERE GIVEN MORE TRAINING
When Danes need inspiration, they pull their phones out of their pockets. They check their little companions up to 200 times a day – half the time for no other reason than to keep up to date.
This is where the window to the consumers’ attention is.
Nørgård Mikkelsen’s Mobile Publicator is a powerful tool for getting your messages directly out to your potential customers. The method is based on creativity and effective ad placement in close and cost-efficient interplay with the consumer.
Do you need to run a sales campaign, introduce new trends and products for the Christmas season, or start up a new business activity?
The Mobile Publicator is an effective platform that increases the ‘quality time’ your brand spends with the consumer.
The results can be seen in a high level of perceived value, a positive influence on brand perception and an increased flow of consumers to your business.
The campaign’s results also convinced the jury of Denmark’s largest award for digital commerce, the E-Commerce Award. We won in the category of Digital Campaign of the Year. The jury stated that: ‘Inspiration has reinvented the industry’s traditional form of marketing. The strategy is sharp and well-executed.’
SEE MORE AT THE DANISH ASSOCIATION OF E-COMMERCE (FDIH)Download our free whitepaper, where we review how a shift from offline media promotion to a digital mobile strategy has increased Inspiration’s sales index and segment coverage, and reduced time consumption.
download nowNew competitors are popping up and running constant price promotions in stores, and consumers don’t know why they should choose one juice rather than another.
Together with Rynkeby, we therefore decided to return to the company’s core values and take a more emotional route. That’s why you won’t see a single Rynkeby product in the new Rynke advert. But you will see the kinds of values Rynkeby stands for – and how you can help make a difference.
“Secret Friend” is a simple story about how, by choosing Rynkeby, you’re not just doing something good for yourself: you also support Team Rynkeby and the fight against children’s cancer.
The advert is based on Rynkeby’s new brand platform, where we’ve made “doing good” the focal point. We’ve done so based on the conviction that it’s more powerful and valuable to express what you’re passionate about than to employ tactics or USPs that can easily be copied.
It’s a basic belief that everything you do should help make the world a little better. This applies to everything from the way Rynkeby makes its products to its support for Team Rynkeby.
Rynkeby covers all Team Rynkeby’s costs, so everything that’s collected can be passed on directly. Through the years, this has amounted to 209 million kroner.
If you have a story that makes sense to the target audience, you can give it wings on the internet. After 14 days, “Secret Friend” has had more than 1.5 million unique views and received many positive comments.
If you want to create a good business, a strong brand is vital. With adverts featuring Luffe, Sjanne and Peter the delivery man, we’ve created one of Denmark’s strongest brand universes.
It’s based on the insight that it is not rational arguments and prices that count when you shop with L’EASY, but the opportunity to get what you want – here and now.
But the business model is also solid, because no brand can survive on customer sympathy alone. With the ‘Peter concept’, L’EASY has removed all hassle for customers:
We live in a time when continuous innovation is a necessity and strong brands are dynamic brands. Food Trends 2018 will make you far better equipped to see new perspectives and incorporate them in new contexts, concepts and product ranges, and not least in the staging of your brand and product.
Food Trends 2018 is our guide to the trends that are influencing the behaviour of food consumers – now and in the years to come. 128 pages of exciting reading packed with insights, perspectives, data and strategic reflections.
Although none of us knows the future, following new tendencies and trends can help us predict the paths consumers will take, how their behaviour will change, and what we’ll all be buying in the coming years.
IT’S ABOUT FOLDING THE FUTURE BACK INTO THE PRESENT
Innovation is about seeing developments from different perspectives. We need to understand how the world around us acts. While some tendencies are already strong, others are still weak but have the potential to change consumer behaviour and create new business opportunities. That is why it is important to focus on food trends.
Our experience shows that the strongest food brands and the strongest communication are created by incorporating different trends into the same concept. This gives the brand more breadth, depth and robustness, and at the same time makes the concept more targeted, so it is as relevant as possible to as many consumers as possible.
The book is a qualitative study based on extensive field and desk research, enabling readers to see the food trends in a wider perspective. This means its insights will be relevant to you whether you work in the production, retail or food service sector.
You can use the book to see contexts, understand consumer behaviour, identify new opportunities, facilitate innovation processes, find gaps in the market, develop products and enhance your sales work. The book outlines 12 food trends grouped around the themes of health, lifestyle and enjoyment, and attitudes to food.
HERE'S HOW:
Order the printed version below. Price per book: 499 DKK.
WANT TO KNOW MORE?
We would be happy to visit you to present the individual trends and chat about how our research can help you.
Contact Food Planner Hanne Harbo:
harbo@nmic.dk or (+45) 6314 4661
Time and attention are the most important things we can give to each other
The more time, the stronger the relationship
This is as true for brands as it is for people. The more time you spend together, the stronger the relationship. That is why we see it as our first job to make the brands we work for so interesting that people want to talk to them, talk about them and spend their precious time on them.
In our offices in Odense and Copenhagen, we have over 70 specialists. Designers, sociologists, anthropologists, economists – offbeat minds and spreadsheet minds, all here for one thing: Creating value for people.
We do not think we can save the world, but we will always go for the relevant and the interesting, the things that can make everyday life a little easier or more fun.
Strong brands are dynamic brands
Understanding what makes people act is essential for creating value and growth. So, we identify the cultural contexts and social markers, follow trends and new technologies. We discover insights that lead to ideas of the kind that develop and renew brands. You see, a strong brand is not static, but in constant dialogue with its environment, finding new ways of generating interest and relevance.
We’re full-service, we’re cross-media, we’re creative, we’re innovative, and we think laterally, across all categories:
Creative Campaign - Film - Print - Digital - Omnichannel Communication - Creative Strategy
POS Communication - Shopper Marketing - Campaign Activation
Corporate Identity - Package Design - Brand Strategy - Customer Experience Design
Website development - UX Design - Digital Transformation - Social Media
CRM Loyalty - CEM - Inbound Marketing
Dynamic Campaigning - Media buying,- planning - SEM - data intelligence - PPC - Programmatic
We don’t work for our customers, we work with them. Because without working closely together, we can’t create real value and build strong brands. Call us and let’s find out if we’re a good fit.
We are a group of more than 80 specialists who are passionate about building innovative and dynamic brands.
If you want to join our team, tell us a little about yourself and send your application here: https://nmic.biz/ansogning/
Pure insights. A spoonful of strategy. Lots of curiosity. That’s our recipe for the dynamic brands of the future. We always design innovative and creative solutions for our partners – from digital apps to nationwide campaigns. And together we create powerful and dynamic brands.