Development June 2014 Introduction The purpose of this document is - - PowerPoint PPT Presentation

PBAY Messaging Development

June 2014

Introduction

• The purpose of this document is to explore the different messages

we should use at the varying stages of the path to purchase to engage with our target audience Caroline.

• Each message should be crafted to deliver relevant and

motivating content in an effective way.

• We will explore four possible territories at an initial level with the

intent to expand the chosen route in to detailed usable copy for use in everyday communications throughout the marketing mix.

• It is recommended that some executions are demonstrated with

accompanying imagery to better land the message in a simple but effective manner.

Contents

• Message structure
• Attitudes to health and

food choices

• Exploring the main

message

• Territories
• Natural
• Simple
• Make a change
• It all starts with Alpro

TERRITORIES (Main message)

Core message structure

Big Pots

VARIANT SPECIFIC MESSAGES FEATURE / BENEFIT MESSAGES PRIMARY MESSAGE

• It all starts with Alpro
• Natural
• Simple
• Make a change

Justification or proof points about the territory Reassurance the shopper is making the right choice About the product with the customer in mind

Main message

‘Discover your nature’

All messages should ladder back to this statement

Primary messages

Why have Alpro created PBAY?

• With the world population currently over 7 billion and growing all

the time, adding pressure on our planets food resources, steps are needed to ensure we have the means to continue to feed us all in the future.

• Alpro believe ‘plant power’ is the answer.
• So much good stuff grows straight from the ground; grains,

vegetables, fruits, nuts, seeds and pulses, packed with essential nutrients, freshness and flavour, so it’s only natural to create products from plants grown by nature for you to enjoy.

Primary messages

What will PBAY offer shoppers and consumers?

• Plant based foods are naturally full of good things and low in the

things we’re advised to avoid, plus they are free from artificial flavourings, colours or preservatives.

• Eating more plant based foods is an excellent recipe for balanced

eating and an easy way to take care of your wellbeing, your body shape and the planet too.

Primary messages

What does ‘enjoy plant power’ mean?

• Many people who have tried plant based foods say they feel

lighter on their feet and have more zest for life.

• So you can enjoy great tasting natural food and at the same time

feel good about doing your bit for the planet too.

Primary messages

How will Alpro deliver on these proof points?

• Providing good food for you and doing good for the planet. Plant

based foods are the perfect way to eat healthy and enjoy a balanced diet. All Alpro’s products are created from plants grown by nature for you to enjoy using less water, less land and emitting less co2 in the process.

Secondary messages

About the product with the customer in mind

• Eat more plant based foods and you will eat naturally well and feel

great inside and out.

• It’s an easy way to take care of your wellbeing, your body shape

and the planet too.

• Soya provides high quality plant protein and just the right balance
• f fatty acids with low levels of saturated fats, beneficial for a

healthy balanced diet.

Tertiary messages

Reassurance that the product is the right choice (Features & Benefits)

• Naturally low in calories, sugar, saturated fat and cholesterol
• Rich in calcium, vitamin D and plant protein
• Free of dairy, lactose and animal fats (gluten and wheat)
• Suitable for vegetarians and vegans (may contain traces of nuts)

Attitudes to health and food choices

Healthy food purchasing habits

% say will purchase more in the next 12 months % claim to have purchased in the last month

Healthy messages shoppers notice

Evolution Insights 2014

Sugar Free 22%

51% of men and 62% of women are trying to eat 5-a-day

Fat Free 21%

Natural Ingredients 18% Reduced Salt 18%

Low Fat 13%

Top 5 health priorities when buying dairy

1. No artificial colours 2. Vitamins and minerals 3. Animal welfare 4. Maintain healthy weight 5. Low fat

IGD, 2013

Considerations when choosing yogurt

GMI/MINTEL May 2013 Base: 1,602 internet users aged 16+ who have bought yogurt / fromage frais by gender May 2013

Favourite flavour Low price Special offer/promotion All natural ingredients Low sugar/sugar free A well-known brand Reduced calories Premium ingredients A flavour I haven’t tried before Ethical claims

What’s important to shoppers?

• Shoppers prioritise clarity (55%) and transparency (52%) of product

information when deciding what to buy, along with ‘naturalness’ (49%).

• Fewer shoppers are concerned about whether products have been

altered to make them healthier, particularly those which have had ingredients added (28%) or removed (41%).

• Promoting products which naturally contain beneficial properties and

clearly highlighting this in POS could play an important part in re- engaging with shoppers.

• Nearly half (46%)of shoppers say healthy options are important when

they are choosing which products to buy.

• Younger shoppers, those aged 18-24, rank healthy options in product

choice significantly higher than average.

IGD, 2013

Summary and recommendations

Looking at the general information available we have prioritised the factors most important to healthy foods purchasers. Dairy/Yoghurt

• 1. Natural ingredients
• 2. Low in sugar
• 3. Reduced calories
• 4. Removed ingredients
• 5. Added ingredients

Healthy foods in general

• 1. Low in sugar
• 2. Low in fat
• 3. Natural ingredients
• 4. Low in salt

Positioning

Exploring the main message

Proposed main message

‘Discover your nature’

Main message

‘Discover your nature’ At first glance ‘discover your nature’ seems to sum up the brand

• positioning. However dig a little deeper, and it doesn’t quite stack
• up. People know themselves, they know what they like, they know

their nature. What we need to do is encourage them to explore and nurture their nature. By choosing Alpro consumers will be taking an all-important step to improving their lives. Nurturing and enriching mind, body and soul. As a word ‘nurture’ is very much aligned to the nature of Alpro. From its products to its ethos and eco-consciousness thinking, ‘nurture’ underpins everything it does.

Alternative positioning lines

• Nurture you nature
• Let nature nurture you
• Nurture naturalness
• Nurture your good side
• Nurtured by nature
• Pure. Natural. Good for you
• Discover pure natural goodness
• Discover naturalness

Recommended main message

‘Nurture your nature’

Rationale

The idea behind this territory is to encapsulate and convey the health benefits of Alpro. Focusing on ‘nature’ as a key springboard, and reinforcing the overall brand positioning – ‘nurture your nature’, will encourage consumers to reap the benefits of Alpro’s natural goodness. ‘Natural’ and ‘Naturalness’ spans a number of brand areas

• too. From the product itself, to its processing methods and

its natural inner goodness when it comes to its environmental policies – Alpro has a naturalness you can really feel. And it makes you feel good all over.

Message Territories

Natural

Natural

Nurture you nature

From the top of your head, to the tip of your toes, one taste of Alpro Simply Plain will have you feeling lovely all over. Not only is it fabulous for your health - packed with soya bean naturalness, vitamins and protein… It’s great for your mind and the planet too. Soya production uses less co2, less water, and less space than its dairy alternative. So do your bit. Nurture your nature. Make the swap and savour the difference.

Discover pure, natural goodness.

One mighty little bean. One massive taste sensation. Packed with natural goodness, low in fat and rich in vitamins, Alpro Simply Plain is certainly not plain by nature. This delicious, creamy soya yoghurt alternative is packed with creamy goodness, calcium, protein and added vitamins.

Packed with natural goodness

Plain by name, but not by nature, Alpro’s creamy yoghurt alternative is packed with fabulous feel good naturalness. Created from hand picked, carefully processed soya beans, Alpro Simply Plain is the perfect alternative to dairy yogurt. High in protein and calcium, bursting with vitamins, yet low in saturated fats, it’s the natural, healthy choice for all the family.

Awareness messages

Message type Where used Purpose Detail

Inspiring paragraphs or short body copy. *Doesn’t need to be all encompassing , should encourage the audience to want to find

• ut more.

Advertorials, magazine features, websites and information leaflets. Introduces new people to the brand. Communicates new news. Makes the brand relevant to it’s target audience. Packed with natural goodness Plain by name, but not by nature, Alpro’s creamy yoghurt alternative is packed with fabulous feel good naturalness. Created from hand picked, carefully processed soya beans, Alpro Simply Plain is the perfect alternative to dairy yogurt. High in protein and calcium, bursting with vitamins, yet low in saturated fats, it’s the natural, healthy choice for all the family. Discover pure, natural goodness. One mighty little bean. One massive taste sensation. Packed with natural goodness, low in fat and rich in vitamins, Alpro Simply Plain is certainly not plain by nature. This delicious, creamy soya yoghurt alternative is packed with natural goodness, calcium, protein and added vitamins.

Example Message Matrix

Discovery messages

Message type Where used Purpose Detail

Short sentences. Facts. Statements. Quotes. Hyperlinks. Usually used in conjunction with

• ther messages.

All relevant communications Allows the audience to find

• ut more.

Drives to brand

• wned websites.

Provides additional information where space doesn’t allow. Nurture your nature. Find out more about Alpro Simply Plain at www.alpro/nurtureyournature Start nurturing your nature today. To find out more click on www.alpro/nurtureyournature

Example Message Matrix

Purchase messages

Message type Where used Purpose Detail

Short factual and relevant. In and around retail stores and websites. Daily press ads. Reassure the shopper is making the right choice. Product features & benefits. Usage advice. Price Communications. Bursting with naturalness. Our soya yoghurt alternative is low in fat, and high in calcium, protein and feel good vitamins. Perfect for all the family. Swap your regular yoghurt for Alpro’s creamy soya alternative and discover the difference of 100% naturalness today. New Alpro (X) Naturalness you can feel Look after your figure and the planet too! Plain yogurt doesn’t have to be plain boring

Example Message Matrix

Engagement messages

Message type Where used Purpose Detail

Conversation starters. Short stories. Open questions. Competitions. Social media Mobile & digital platforms Brand website Gain feedback

• n the product

experience. Hold conversations relevant to the target audience. Share advice and tips. Share your own breakfast combinations at #alprotops Spread the word. We want everyone to know about Alpro Plain’s wonderful

• naturalness. Like and share this infogram (infogram about what makes Alpro Simply

Plain so special) with your friends, for the chance to win a feel good spa break for two How will you top yours?

Example Message Matrix

Message Territories

Simple

Simple

The simple choice

Because life’s busy enough… with so many ‘healthy choices’ to choose from, consumers can often be bombarded and confused by brand promises. This territory is designed to cut through any confusion and offer the truth, boldly and simply. Alpro Simply Plain, is the simple choice. Simple in its convenience, simple in its natural make-up, simple to work with – anything goes with Alpro. It’s the ultimate versatile choice for breakfast, lunch, or supper. All messaging will support this notion whilst reinforcing the

• verarching brand position ‘nurture your nature.’

Life made simple

We get it. You’re busy. It’s early morning, there’s so much to do. You need to get the kids ready, sort the clothes, pack the bags, feed the

• dogs. You need a no brainer breakfast, that’s quick to make. And it

needs to be healthy. Alpro Simply Plain is the simple choice. Bursting with creamy goodness, this delicious yoghurt alternative is perfect on its own. Or topped with your favourite fruit, cereal, nuts, or veg! Simple.

So simple. So inspiring

Created from 100% natural goodness, Alpro Simply Plain is the simple first choice for health conscious food lovers. Carefully nurtured soya beans, packed with vitamins, calcium and protein, go into every pot of our creamy plain pots. Dollop it. Spoon it. Top it. The simple choice, is yours.

Message type Where used Purpose Detail

Inspire messages Used in advertorials, magazine features and websites. Puts the brand in to relevant context with it’s target audience. Make the simple choice

Awareness messages

Message matrix to follow once territory has been selected

Message Territories

Make a change

Make a Change

Make a change

This simple, all-encompassing statement, ‘make a change’ is a confident and assured message. One which shows absolute faith in the product’s natural qualities and health benefits. Messaging will support both the overarching sentiment, and encourage consumers to make one change - swap to Alpro’s yogurt alternative and change their lives for the better.

Make one change

Lifestyle changes. Everybody’s talking about them. Eat more fruit. Make sure you get your 5 a day. Get more exercise. Drink less…Yep, we know right? But some changes are just harder to make than

• thers. We get that. That’s why at Alpro, we’re helping people to

make just one change for the better. Swap your regular dairy yoghurt for Alpro Simply Plain creamy soya alternative, and put the power of our 100% naturalness to the test.

Caroline sound-bite

‘My mother used to say to me, if you can’t change the things you want to, change the things you can. For months I’ve been saying,

• n Monday, Monday I’ll start, you’re going to see a new me, just
• watch. Now that I’ve taken the Alpro change challenge, I’m on my
• way. Small steps, lead to big changes so they say. I feel good

knowing that Alpro Simply Plain is full of 100% natural soya goodness. I’m starting to notice a difference, I feel like I’ve more energy. But

• n another level, I also feel that I’m doing my bit for the planet too.’

Message type Where used Purpose Detail

Inspire messages Used in advertorials, magazine features and websites. Puts the brand in to relevant context with it’s target audience. Make the change

Awareness messages

Message matrix to follow once territory has been selected

Message Territories

It all starts with Alpro

It all starts with Alpro

It all starts with Alpro

‘It all starts with Alpro’ not only reinforces the fact that Alpro is the

• riginal, dairy alternative brand. It also upholds the idea that if you

choose Alpro, you’ll be setting the day up perfectly. ‘Everything starts with Alpro.’ Positive, motivational and inspiring, this particular territory allows the opportunity to explore all facets of the products key benefits.

Start your day right

As the original dairy alternative, we like to think we’re the best. But we’ll let you be the judge. At Alpro we’ve perfected our delicious 100% natural products. 30 years on, Alpro Simply Plain is anything but plain. Bursting with soya goodness. Low in fat, low in calories, low in cholesterol, yet rich in protein, calcium and vitamins, this silky smooth healthy option has pots of goodness.

Set the day up perfectly

Early on, before the kids are up and the birds have just started to chirp their morning chorus. That’s when I find my me-time. Everything’s quiet and calm. It’s just me, and the gentle hum of nature powering up for the day. That’s when I take my Alpro

• moment. It’s one of those decisions I don’t have to think too long
• about. One big dollop of Alpro Simply Plain, a handful of granola,

and that’s breakfast done. Healthy, low fat, and silky smooth to eat, it sets the day up perfectly. I can get back to thinking of nothing for a while. Well at least 10 minutes, till the kids come tumbling down the stairs.

Message type Where used Purpose Detail

Inspire messages Used in advertorials, magazine features and websites. Puts the brand in to relevant context with it’s target audience. It all starts with Alpro

Awareness messages

Message matrix to follow once territory has been selected

Next Steps

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