TheMarke)ngChallengeforOnions...

Low engagement, muted profile, indispensible basic

Lift profile Ignite engagement Expand repertoire

Indispensible ALLY

Ø  Onions,areaverymaturecategoryintermsofproduc5on

Ø  Industrydatashowsthatonionssaleshaveplateauedintermsofconsump5onandproduc5onoverthelast10years–approximately240,000tonneperannum

Ø  Onionsarepurchasedregularlybyvirtuallytheen5repopula5onofAustralianadults–approximately4kgpercapita

Ø  In2016HortInnova5onandOnionsAustraliasetouttoreturntheonionscategorytogrowth

Industrybackground…

Tony–NO,NOandNO…

NO

TheSecretServeSnapshot...

TheSecretServecampaignisdesignedtoincreaseconsump)onofonions,andthereforeproduc)onandgrower’sprofitabilitywhilstofferingfamilies

aneasywaytowinkidsoveratmeal)mes

TheSecretServeSnapshot...Ø BrandStrategy:PickyourbaFles(awininthekitchen)Ø BrandPromise:Preparedtherightway,onionscanbecomeareliableandhasslefreeservingofvegforyourchildren’smeal5me

Ø Reasontobelieve:themealsyouenjoyareeasy,andensuresyourchildrengetaserveofveggieswithoutastruggle

Ø Benefit:Wellnourishedkidswithoutthenightlyargument

SecretServeUniqueInsights…Ø  Wearemarke)ngOnionsthewholecategory–allonions!!

Ø  Wearepromo)ngallonionsnotaspecificbrand,varietyorcompany

Ø  WearefutureproofingtheonionindustrybenefiNngawiderangeofgrowersacrossthewholeofAustralia(oneoftheproudestfeatures)

Ø  Wearechangingea)nghabitsinbothchildrenandparentsincertaindemographics

Ø  Wearechangingconsumerbuyinghabitsinbothchildrenandparentsincertaindemographicswhenpurchasingonions

Ø  Makingeverydayea)nghabitshealthierwithoutthestressofarguingwithkidsaboutvegetables!

SecretServeUniqueInsights…Ø  Weareleveragingandcollabora)ng,withotherindustriestomakeour

marke5ngdollargofurther

Ø  Ourinsightandtargetmarketwasrevealedthroughsalesdata,brandhealthdataandcombinedwithfurtherresearchintochildren’sdietarypreferences

Ø  Wesurveyedparentswithkids4-12before,duringandaAerthecampaigntocloselytracktheeffectsonaNtudes

Ø  WeengagedsocialmediainfluencersthroughInstagramtocloselytargetourparentsofkidsaged4-12

Ø  Wehavedisplayedin-storeatover1000Coles,WoolworthsandIndependentGrocers(combined)todeliverourmessageatthePOS

Roleofcrea)ve…

IncreaseOnionacceptanceamongstfamilieswithyoungkidsaged4–12

Overcomebarriers,prejudice,pre-concep5ons,habitsi.e.Children4–12years.

Tohelpmumprovidekidswith:

Healthyea)ngwithoutthehassle

Ø  Researchshows,Children(4-12years)arepredisposedtodislikethebiFerflavourandcrunchytextureofonionsØ  Parentsalreadystrugglingtoservekidstheirdailyrequirementofveg

Ø  Parentsarereluctanttoprepareseparatemealsresul5nginthemstoppingthempurchasingandea5ngonions–poten5allylosingwholefamiliesforupto8years!Ø  SmallScaleFamilies(orshouldwesay,theirchildren),preferalterna5vessuchascarrots,potatoes,andtomatoesØ  SmallScaleFamilies(orshouldwesay,theirchildren),preferalterna5vessuchascarrots,potatoes,andtomatoes

WhyTheSecretServe…

Ø  2015Nielsendatashowedaveryslightdeclineinoverallconsump5onyearonyear(Fig1)

Ø  Thesamedatawhensegmentedbytargetmarketsshowednoonegroupwasresponsibleforthatdecline

WhyTheSecretServe…

Fig1-overallconsump3onyearonyear Fig2-segmentedbytargetmarkets

Ø  Smallscalefamilies(asperNielsen)Ø  Parentsare36-37/Kidsareaged5and7Ø  5%oftheirdailyenergyfromjuiceandsocdrinksØ  Grandparentsarealsomealpreparersforthekids

Ø  74%ofkidsweeklymealsarepreparedinfamilykitchen

Ø  BoysaremorepickyeatersthangirlsandeatfewerveggiesonaverageØ  KidsaregeNng158%likelihoodthatmumhasrecentlyreturnedtofull5mework

Ø  Oneweekly“bigshop”,occasionaltripstogettopupingredientsforBBQsonweekendsØ  Theboysneed4.5servingsofveggiesperdaybutthereisa57%chancetheydon’tgetthis

OurTargetFamily…

TheSecretServeTargetJourney…

KIDS

REJECTORSUNAWAREEATERSACCEPTORSREQUESTORS(KIDSACTIVATION)

MUM(MEALPLANNER,COOK,GRANDPARENTS)

INDIFFERENCETRIALREPERTOIREADVOCATE(SHAREVIAWOM)

Ø  TheaimofTheSecretServeistomovethemealpreparersandul5mately4-12yearoldkidsalongtheacceptancepathfromapassivetoanac5vestate

CampaignObjec)ves…Ø  DatashowedthatifwecouldbringtheSmall

Scalefamiliesconsump5onofonionsintolinewiththeirconsump5onofvegetablesingeneral,wecouldincreaseAustralia’stotalhouseholdconsump5onby1%or3400tonnes.

o  AnIncreaseinSmallScaleFamiliesshareoftotalonionstoover10%o  AnincreaseinAveragespendperoccasionforsmallscalefamiliesto$2(which

wouldindicateapreferenceforbaggedoverlooseonions)o  AnincreaseinfrequencyofpurchaseofonionsforSmallScaleFamiliesto3per

montho  AnincreaseinAverageweightofpurchaseforsmallscalefamiliesto$5(also

indica5ngapreferenceforbaggedoverlooseonions)

Ø  Thiswouldbealongtermstrategy,theeffec5venessofwhichwouldbedeterminedbyimprovementstofourkeymetricsforwhichwehadhistoricaldata.

Campaignobjec)ves(valida)on)…

Ø  “Preparedtherightway,onionscanbecomeareliableandhasslefreeservingofveg…”-agreattheoryBUTneededvalida5on.

Ø  Polling500Australiansinourtargetaudienceandconfirmedourinsightwiththefollowingresults:

Ø  54.6%hadexperienceofchildren6-12dislikingonions(afurther32.4%hadnopersonalexperiencebutexpectedittobecommonplace)

Ø  47.6%agreedthatgreaterknowledgeofprepara5onmethodswouldincreasetheamountofonionstheirhouseholdconsumed

Ø  96%agreedthatwiththerightprepara5on,parentscouldserveonionstotheirchildreninwaysthatmakeitmorelikelythekidswillenjoythem

Ø  TheseresultsconfirmedourtheorythatkidsheldthekeytoincreasingSmallScaleFamiliesconsump5onsofonions.Ourstrategywouldbetoequipparentswiththeknowledgeandtoolstoserveonionstotheirkidsinwaysthekidswon’treject,orevenno5ce.

Snapshotofthecampaign…Ø  StyleGuidetoensureconsistencyacrossallbranding

Ø  AssetandCollateralcrea5on(recipes/photography)

Ø  Na5onalin-storesampling(994storesto31/03/2017)

Ø  Hubwebsiteforsharingrecipesandhousingthe“SecretServeSociety”

Snapshotofthecampaign…

Ø  Ambassadors-ini5a5ngtheSecretServeSociety–foronionrecipecrea5onincludingMagdalenaRoze,DarrenRobertson,MikeMcEnearney,LyndeyMilanandWendyBlume

Ø  Socialmedia–Facebook/Instagram

Ø  POSmaterialhighligh5ngonionrecipesthatincludeeverydaymealsenjoyedbybothadultsandkidsalike,healthbenefitsandusageandchopping5ps

ToplineResults(to31/03/2017)…Ø  Over19,300Facebookfollowersina2

monthperiodsincelaunchingthesocialmediacampaigninJanuary2017

Ø  Conversionrateof35%averagefromsampletopurchasein-storeoverfrom994instoredemostodate

Ø  49.3%ofwebsitetrafficisreturning“customers”showingstrongrecallandmessagecomprehension

Ø  Morebaggedsalesofonions

Ø  AnincreaseinourtargetdemographicofSmallScaleFamiliespurchasingmoreonionsmoreocenandinlargerquan55es.

ToplineResults(to31/03/2017)…Ø  Promptedrecallofthe

campaignandmessagecomprehensionhaveconsistentlybeenaround18%forbothstagesoftracking,whichexceedsindustryaveragesof5%.

Ø  OnthismeasureSmallScaleFamiliesreversedanega)vetrendinthepreviousyeartoseegrowthfrom9%to10%yearonyear.Thisgrowthalsobucksawidespreadnega5vetrendinvalueshareamongothersegmentsandachievedourprimarycampaigngoal

ToplineResults(to31/03/2017)…

Ø  AveragespendperoccasionforSmallScaleFamiliesgrewfrom$1.70to$2Thisachievedcampaigngoal

Ø  FrequencyofpurchaseofonionsforSmallScaleFamiliesgrewfrom2.7to2.9Currentlyshortofourcampaigngoalsby0.1butisontracktobeachievedinthe2ndQuarterof2017

Ø  AverageweightofpurchaseforSmallScaleFamiliesgrewfrom$4.7to$5.9Exceedingcampaigngoalsby300%

Thankyou

THANKS