Did this rock my world from a brand or design perspective? Sadly not. However, I was wowed by the effectiveness and impact of a retailer new product launch campaign. A telling sign of how supermarkets are engaging new strategies to target food-savvy shoppers.
The daily barrage of noise about the latest food philosophy, shocking nutrition exposé or scientific study suggesting half your weekly shopping trolley is evil, is all too familiar and frankly exhausting.
Despite this, we are engaged and responsive to encouragement when it comes to making positive choices for our health and wellbeing, prioritising easy health and balance, just not at the expense of convenience.
As activists, press and policy makers inform and educate us, brands and retailers have only one option; be part of the solution, not the problem. Contribute to a positive change in food education.
The Sugar debate is possibly the most confusing of them all and the reason why this shrewd new product launch campaign by Intermarche cleverly cut through consumers’ fatigue towards sugar claims. Whilst engaging shoppers with their brand in a helpful and meaningful way.
By encouraging active participation and personal experimentation, in an environment where we are largely on autopilot, Intermarche created a buzz around Sugar Detox and demonstrated a strong commitment to health. Launching a 50% reduced sugar chocolate yogurt would have been invisible in the wall of noise. The Sugar Detox pack contained 6 pots of their best selling chocolate yogurt with descending amounts of sugar between 5% and 50%.
The idea was solid. It’s always easier to make changes step-by-step. The tone of voice was persuasive and raised a smile but the context was frank and simple, which effectively galvanised action.
Most importantly it was accessible, simple and convenient. Trialling all six in-store in descending order before retrying the original exposed the unnecessary sugar content. Job done. Sugar Detox packs flew off the shelves, drove increased footfall through the store, word of mouth blew up on Twitter and created a viral phenomenon online and in the press.
The execution was fresh, bold and simple, using design codes that balanced health and hedonism. However, it is a campaign-led design with a distinct whiff of retailer brand about it.
I want brands that are on my side. Brands that provoke me to think beyond the immediate need to sell me something. Sugar Detox proved that health simply never tasted so sweet.
By Jane Steel, Group Brand Strategist, jkr London
Intermarche, Marcel (Cannes Lions Winner 2016)