Introduction
Wholemeal bread is a product that not many young people are fond of or used to. In fact, our research has shown that while wholemeal breads have various positive impacts and the consumption appears to be increasing, it is still low in consumption among the younger generation of Singaporeans.
From our consumer research, it showed that the youth in Singapore who fall under Generation Z do not consume wholemeal bread due to the unfamiliarity of the wholemeal taste and texture, as well as purchase decisions from parents influencing their consumption habits.
In order to instil a desire for Generation Z to not only try out wholemeal bread, but also instil a habit, we need to change the perception by consumers that wholemeal bread can taste good as well. We also target Millennials who are parents with young children in Generation Alpha, so that they can instil a hearty habit in their children.
Concept
We started off refining the definition of taste based on our consumer studies on purchase triggers. Coming up with three distinct, yet intertwined categories: Flavour, Texture, and Softness. We categorised the wholemeal bread series from Sunshine wholemeal bread into three spectrums, which we called the Sunshine Wholemeal Bread Heartier Taste Meter.
With each Sunshine wholemeal bread discretely labelled in each category, we made it easier for each product to showcase their unique selling proposition, and what kinds of occasions they are suited for.
Another insight that we have gathered was that it takes 21 days of continuous consumption or activity to form a good or bad habit. As our next objective after trial is to incur repeat consumption and advocacy of wholemeal bread, we have come up with a 21 day challenge named 21 Days of ‘Heartier Taste of Better’ Movement. An incent
What we have also found in our research was that the majority of Generation Z and Millennials tend to consume bread during breakfast as compared to other times of the day, even though bread is not an exclusively breakfast ingredient or meal. As such, our communication strategy was to not only introduce the taste meter and educate their usage or promote a habit, but to also provide incentives for people to try new ways of consuming wholemeal bread and let people know the different occasions to enjoy wholemeal bread beyond breakfast.
Execution
Our integrated marketing strategy came in a three pronged consumer journey approach. Firstly we educate the public through offline communication channels such as the Singapore Heart Foundation (SHF) Event Booth and Point of Sale Marketing (POSM) via shelf strips and header boards to be placed in major supermarkets and convenience stores, as well as online via introducing the taste meter in Sunshine’s website and social media (Facebook and Instagram). This is to increase consumers’ awareness of the taste of wholemeal bread.
Another insight that we have gathered was that it takes 21 days of continuous consumption or activity to form a good or bad habit. As our next objective after trial is to incur repeat consumption and advocacy of wholemeal bread, we have come up with a 21 day challenge named 21 Days of ‘Heartier Taste of Better’ Movement. An incentive for people to participate and showcase their journey of wholemeal bread consumption.
Our social media efforts have received overwhelmingly positive feedback from our audience. Not only have they actively participated in our giveaway posts, but they've also shown a keen interest in discovering creative ways to pair wholemeal bread with various condiments and beverages.
Our second step was to instil a trial to our target consumers via social media posting, with our communication strategy encouraging them to take the first step. We have also curated 2 different videos with the following distinct messages:
- “I’m not like what you perceive of me initially, try me!”
2. “Consuming one type of bread is boring, try wholemeal with white bread for a whole new world of possibilities”
We have also worked with Key Opinion Leaders (KOLs), one targeting a niche audience that likes baking and cooking, and one targeting a more general audience of youths. Each KOL came up with their own take on how to consume wholemeal bread in a more novel, fun, and interesting way. We encourage them to note only participate in our 21 Days of ‘Heartier Taste of Better’ Movement, but to also encourage their audience to join in and create a community dedicated to trying wholemeal bread in a new way consistently.
Lastly, our third approach is to reinforce consumption by generating talkability of wholemeal bread to reinforce the consumption habit. This is done in collaboration with different influencers and KOLs from various categories, ranging from lifestyle, to parenting, to food. These KOLs help to spark conversation and awareness of the movement, providing more reach for the campaign. This strategy has been an overall success.
At the end of our KOL engagement, we achieved an impressive participation rate of over 85% for blind seeding. KOLs showcased their heartier creations through engaging IG reels, captivating carousels, and vibrant IG Stories. Despite the minimal budget, we managed to achieve high participation rates and engagement, leading to remarkably high ROI and earned media. This confirmed the campaign's resounding success, with millions of reach and impressions, positive sentiments, and active audience participation.
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July 2024
