CATEGORY 1: Most effective use of advertising in business
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WINNER: Norwich Union
AGENCY: AGA CAMPAIGN: ’Bred for success’
orwich Union,traditionally a life Fund with the strap line ‘Bringing together
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insurance company,wanted to agile minds’;an eagle – with the connotation of
increase its share in the investment eagle-eyed – emphasised that the UK Equity
fund market.To do so it needed to convince Income Fund was managed by those with an
intermediaries to recommend its investment experienced eye;while giraffes showed that ISA
funds,specifically its Individual Savings expertise was within easy reach.The campaign
Accounts (ISAs),to clients.However,life covered Norwich Union products Global
companies are considered to offer a Property Fund,UK Special Situations Fund,
conservative performance when compared to UK Growth and Value Fund and UK Equity
mainstream investment players and are Income Fund.
overlooked when intermediaries are A budget of £350,000 was allocated,
recommending investments to their clients. £60,000 of which was for the creative.The
To change perceptions,Norwich Union timing was crucial as the two months before the
needed to raise awareness and consideration of end of the fiscal year is the key season for
its brand in an investment context.The buying ISAs.Consequently it ran throughout
campaign targeted intermediaries ranging from February to April 2007.
the small to large networks,who are known to
Dramatic impact
be cynical about marketing communications,so
The campaign ran in the trade press with full
the campaign needed to be compelling in order
page advertising taken in titles such as Money
to reverse preconceptions.
Marketing and Investment Advisor in
Norwich Union constructed a fund strategy
between the products,as represented by the conjunction with web banners.
based upon ‘best of breed’.The strategy
animals,became strikingly obvious and the Norwich Union was pleased with the
combined leading products and fund managers
reasons to recommend them graphically outcome.The campaign provided some of the
under the campaign banner ‘Bred for success’.
dramatised.The analogies between the most dramatic advertising ever seen for
Animal magic dominant qualities of powerful and attractive investment funds.Fiona Simpson,marketing
Steve Bloom is a leading wildlife photographer animals and the various product offerings also manager of Norwich Union Collective
and the use of animals in the ads ensured that ensured that the key messages of the campaign Investments,says,“The campaign has made a
the campaign had maximum appeal with were easily understood. substantial and critical impact to our
dramatic imagery.Each animal was chosen for For example,the image of a cheetah – intermediary perceptions within the ISA season
its best quality,which was matched with the chosen for its speed and agility – was linked and has provided the platform from which we
appropriate product offering.The differences with the Norwich Union UK Special Situations will move the business forward.”
RUNNER UP: Unilever Foodsolutions
AGENCY: Torch CAMPAIGN: ’Balancing act’
nilever Foodsolutions is a division of Caterer addressed the health & education
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Unilever with brands that target the sector and pubs offering food.
MARMITE spread
Rich in folic acid and vitamin B12.
Low in fat and sugar.
catering industry.The company has a
sales force of 70 which deals with independent
Balanced diet
KNORR 100% SOUP
All less than 5% fat.
All low sugar.
caterers and large national accounts.
The creative contained three elements,which
Health and vitality are selling points,
could be changed to suit the target.An image
PG Tips tea
however these are more widely recognised in
of a stack of products reminded the audience of
Source of antioxidants.
Drinking tea is an important
source of fluid.
the consumer market.The first challenge was to
the brands and created a visual image of the
At Unilever Foodsolutions we
educate catering operators that consumers
balancing act,which is a balanced diet. are listening and acting to
ensure your menus can offer KNORR clear bouillon
want the same healthy choices when they eat
Straplines and newspaper cuttings displayed
Reduced salt.*
No added MSG or colours.
healthier options to consumers
out as those they enjoy at home.
messages about healthy eating .The products without compromising taste,
Strategically the campaign had to be flexible
and cuttings were easily adapted to target
quality or convenience. HELLMANN’S
light mayonnaise
Reduced calorie and fat.
Meets FSA salt targets.
We hope you agree it’s
to address caterers in different sectors,but also
particular sectors or even countries. a well balanced approach.
recognise the budget for vitality is limited.
The campaign ran in the autumn of 2006
KNORR fine gravy granules
No added MSG, gluten free.
Less salt than the market leading
gravy granules.+
Trade press was chosen as the best avenue.The with an initial budget of £20,000.Lawrence FLORA original spread
Made with ‘good’ fats and vitamins.
Rich in omega 3 and 6 oils.
catering market was targeted through Caterer Smith,category marketing director,Unilever KNORR VIE SHOT
Helps towards 5-a-day fruit and vegetables.
No added sugars or artificial colours.
& Hotelkeeper with channel titles such as Foodsolutions says,“The creative solution was
Restaurant Magazine used.Vertical titles such simple and effective,meeting the triggers of our
Unilever Foodsolutions Unilever UK Brooke House Manor Royal Crawley West Sussex RH10 9RQ
Internet www.unileverfoodsolutions.co.uk
as Pub Chef, Hospital Caterer and School various catering groups.”
*Compared to KNORR chicken paste bouillon.
+12% less salt than the market leader’s reduced salt gravy granules. Source: Market Share = AC Nielsen defined catering wholesale – 52 we 12.03.05. Salt comparison based on pack nutritional information.
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For more information on the winners, go to www.b2bm.biz/awards
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