8/12/2019 reddi-wip

1/8

CASEST

Reddiwi

consume

holidays

Reddiwi

salesout

toencour

useReddi

TheMark

Whyfrui

Weknew

startedb

foodpairi

Theexist

However

materiali

UDY:

srealcrea

sthatunmis

ereover,sa

wantedtot

ideoftheN

ageconsum

wiponadif

etingObjecti

t?

thattherew

miningexis

ngforReddi

ingdatasho

,whenwetu

ze99.7%o

Unleashi

deliciousne

takablewho

dly,thatcan

ransformits

vember/Dec

rstoeatpie

erenthostf

vewastoinc

erelotsofpo

ingNET(Nat

wip.

edthatusa

rnedthisdat

fruitisunt

gtheJoyo

sandflairh

shmakesan

ofReddiwip

lffromasea

emberholid

yearround,

od,fruit,du

reasesales3

tentialhost

ionalEating

eofwhippe

aupsidedo

pped!

1

Reddiwip

slongbeen

yholidaypie

oftenfound

sonalproduc

ytimeperio

heMarketin

ingthesprin

.1%outsidet

oodsthatRe

rends)data

toppingwa

n,ahugeop

2014ARGRANDFOOD&Reddiwi

andFruit

unleashedo

thatmuch

itselfpushed

ttoanever

dandbeyon

gStrategyw

g/summerm

heNovemb

ddiwipcoul

fromNPDGr

slowacross

portunityfor

DavidOgilvGILVYAWAROCERYGUnleashin

holidaydes

orejoyful. B

totheback

ydayprodu

toppingpie

astoencour

onths.

r/December

dmakemore

ouptodeter

allhostfood

Reddiwips

AwardsDWINNERLDWINNERtheJoyorR

erts. Forou

utoncethe

frefrigerato

tbyincreasi

. Rathertha

geconsume

timeperiod.

joyful. But,

inethebes

,especiallyf

artedto

eddiwipan

r

r.

ng

try

sto

we

thost

ruit.

Fruit

8/12/2019 reddi-wip

2/8

Existing

Flippedd

Diggingi

combine

ata:

ata:

deeper,we

!

foundthatf uitiseaten

2

ore(perca ita)thanalltheotherho

tfoodoptio s

8/12/2019 reddi-wip

3/8

Tobette

reallyme

E

If

e

Wethen

Berriesa

addition,

Aligning

increasin

holidays

illustrateth

ansinthisc

eryyearthe

wetake147

atingseachy

usedadditio

ndcreamwa

wediscover

ureffortsw

gsalesoutsi

toinsuretha

opportunit

ntext:

reare147.6

.6andmultip

ear(125Milli

nalNETdata

sanaturalfit

dthatconsu

ithberrysea

eoftheTha

tconsumers

sizeforfrui

untoppede

lyitbythep

oneachday)

andqualitati

forconsum

mptionofb

on(lateMar

ksgiving/Ch

ouldpicku

3

,webrought

tingsoffruit

opulationof

thatdonot

eanalysist

rsandthesi

rriesisstead

chtoearlyS

istmasholid

anewcan

tolifewhat

percapita(

theU.S.(313

includewhip

narrowour

zeoftheopp

ilyincreasin

ptember)h

ayseasonby

fReddiwip.

annualeati

erperson).

.9MM)=46.

pedtopping!

scopewithin

ortunitywas

.

lpedusachi

beingfaren

gspercapit

Billionfruit

fruittoberri

stillsignifica

veourgoal

ughfromth

es.

nt. In

f

e

8/12/2019 reddi-wip

4/8

Whyput

Weused

fruitand

Inourfir

on

fruit

stheysim

Inthese

consume

ordinary

arealde

wasana

eatfruit

Drivenb

Thecrea

everyday

everyday

calories

TheWor

scenario

out. Ital

ruining

pointing

abilityof

speciala

Reddiwip

multiplerou

tohelpusd

troundofq

everal

times

lyhadntth

ondroundo

rs. Thekeyi

dishintoso

sert. Reddi

pealingpro

oreoften).

yinsights:

iveideathat

treatyouca

situationfor

erserving.

kItTVcom

comingho

soaddressed

ahealthysn

outthatitis

Reddiwipto

dtastyisev

onfruit?

ndsofqualit

finetheben

alitativeres

over

the

couughtabout

fqualitative

sightwefou

ethingmor

wipalsomad

pectforthe

W

RT

ser

Thi

he

wit

cal

art

co

ringingRed

emergedwa

nstillfeelgo

eatingfruit

ercialfeatu

eforaheal

theguiltour

ackbytoppi

only15calori

turnfruitin

identinthe

tiveresearc

fitsofthisc

archwegav

se

of

a

weeksingitinthi

research,we

ndwasthat

exciting. M

efruitmore

adultsinthe

alsofoundt

(Reasonto

ving(assho

sbecameak

lthyanddo

hsomething

riesperser

ificialdietst

ldbeaperf

diwiponfr

stoshowcas

dabout. W

hilealsohi

esarelatabl

thysnackaft

consumers

gitwithRed

esperservin

osomething

omansreac

4

toundersta

mbination.

econsumers

.

Consumerwaybefore.

delveddeep

Reddiwipha

anyconsum

appetizingvi

householda

hatwehada

Believe)inth

ninthepict

eycommuni

otwantto

unhealthy.

inginconju

uff)provide

ctcomplem

uittolife

ehowReddi

eknewthat

hlightingthe

e,everyday

rworking

oicedover

diwipby

g. The

more

tionwhen

ndthepoten

ahomewor

loved

the

w

erintother

sthepower

rsfeltthat

sually,aswel

wellasfort

verypowerf

efactthatR

uretothele

cationpoint

itigatethe

indingout

t

ctionwithb

dassurance

nttofruit.

wipcanturn

headvertisi

surprisingfa

tialforpairi

assignment

ay

Reddi

wip

leReddiwip

totransform

eddiwiptra

lasintaste

hekids(awa

ul,andunkn

eddiwipiso

t).

sconsumer

ealthbenefi

atReddi

wi

eingmadefr

thatReddiw

fruitintoa

gneededto

ctthatReddi

gReddiwip

totryRedd

tasted

on

fr

playsfor

fruitfroma

nsformedfru

ndtexture

ytoenticet

wntocons

nly15calori

thinkoffrui

tsbymixing

hasjust

15

mrealcrea

ipishealthy

orejoyful

featureare

wipisonly

with

iwip

it;

itinto

this

emto

mers,

sper

tas

ruit

(not

and

listic,

5

8/12/2019 reddi-wip

5/8

shesavo

happy.

Priorto

andtradi

breakthr

onfruitb

Branding

Weenha

beginnin

Reddiwi

withCo

isourstr

consume

toReddi

Thecam

The2013

of$4.2M

Televisio

reachBr

Tofurthe

C

o

sabiteofR

iringWorkI

tionalcopyt

ughandper

ecauseitiso

forReddiwi

ncedbrandin

oftheadth

pcan. Acus

municustol

ongestBrand

rscorrectlyli

wip.

paigncome

Reddiwipf

M.

nand

digital

ndSwitcher

rencourage

reatedastro

Weobtain

selectreta

ddiwiponh

t,severalro

estingmetho

suadeconsu

nly15calori

pwasavera

gbyadding

atprominen

ombranding

usthatour

LinkedAsse

nkourcom

stofruition

uitcampaign

advertising(

(womenag

anactualbe

ngerlinkbet

edsecondar

ilers. Some

erstrawberr

ndsofresea

dologies. Th

erswithth

sandmade

einthisspot

sceneatth

lyfeaturedt

studycondu

canshape/c

thatwillhel

unicationef

ranfromM

ideo,banne

3564).

aviorchang

eenReddi

placement

ccountsuse

5

iesalongwit

rchwereco

ecopytestin

messageth

withrealcre

.

he

cted

lor

p

orts

rchSepte

s)were

the

,we:

ipandfruit

fReddiwip

ourCooler

hercomme

pletedusin

gresultssho

atyoucanf

am.

berandwa

rimarycom

instore.

intheprodu

withour1

ntofatleas

IpsosASIs

wedthatW

eelgoodabo

supported

unicationv

cesectionat

calorie

tnowIcand

uantqualA

rkItwasab

utusingRed

ithatotalb

hiclesused

ie

Lab

leto

iwip

udget

o

8/12/2019 reddi-wip

6/8

o

I

v

c

Reddiw

Thefullyi

ourconsu

1. E

+

messagin

Wepartn

sampling

Reddiwip

blueberrie

spiredconsu

rietyof

diff

nsumerson

ip.com.

o Toam

thesiz

Givea

ourFa

Keepe

psbusines

ntegratedfr

mers.

erymonth,

7.9%inAugu

arketingObj

whileother

redwithNat

fReddiwip

on4MMpac

s.

merstouse

rentusage

i

Facebook,in

plifytheimp

eofourcom

ay/Promoti

cebookcom

ralsoremind

sresults

ha

iteffortwas

eddiwipss

st,+18.6%in

ectivewhich

createdtem

uripeanat

nNaturipe

kagesofNat

eddiwipon

eas.

Thesei

retailerflyer

ctofoureff

munityby85

nwasone

unity. The

sconsumers

ebeen

im

incrediblysu

aleswerehi

September,

wastoincre

6

poraryshelf

ionalsellero

erries,asw

uripestrawb

fruitbypro

deaswere

pr

s/circulars,a

ortsonFace

7%. OurBer

aywedrew

eddiwipbr

toputReddi

ressive:

ccessfuland

herin2013

+10%higher

sesalesby

spaceforRe

fberries. Thi

llas,instant

erriesand4

idinga

esentedto

ndonReddi

ook,wegre

ryKeeper

consumerst

andedBerry

wipontheir

unleashedjo

s.2012. No

inOctober.

.1%.

diwiptobe

ispartnershi

lyredeemabl

Mpackages

berries.

yforthebus

ably,salesw

Wegreatlye

nexttofruit

featuredin

ecouponsfo

ofNaturipe

inessaswell

ere+7.8%in

ceededour

.

store

r

asfor

July,

8/12/2019 reddi-wip

7/8

2. O

3. O

b

ursalesgro

urbusinessr

randlinkage

thwasdrive

esultswere

ledbyaTV

nbyfactors

chievedvia

adwithabo

7

utsideofpri

campaignw

eaveragea

cing,trade,a

ithstronga

arenessand

nddistributi

arenessand

branding.

n.

aboveavera

ge

8/12/2019 reddi-wip

8/8

I

t

summary,t

purchasem

epairing

of

oreofthepr

Reddiwip

wi

oductoutsid

8

thanew

hos

thetypical

tfood,

fruit,

ovember/D

hasgiven

co

ecemberholi

sumersare

daytimeper

son

iod.