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 o Attitudes to health and o food choices Exploring the main o message Territories o Natural o Simple o Make a change o It all starts with Alpro o
Core message structure It all starts with Alpro o TERRITORIES Natural o Simple o (Main message) Make a change o Justification or proof points PRIMARY MESSAGE about the territory FEATURE / BENEFIT Reassurance the shopper is making the right choice MESSAGES Big Pots VARIANT SPECIFIC About the product with the customer in mind MESSAGES
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 of 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 % claim to have purchased in the % say will purchase more in the last month next 12 months
Healthy messages shoppers notice Sugar Natural Reduced Fat Low Free Ingredients Salt Fat Free 13% 18% 18% 22% 21% 51% of men and 62% of women are trying to eat 5-a-day Evolution Insights 2014
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 Favourite flavour Low price Special offer/promotion All natural ingredients Low sugar/sugar free A well-known brand Reduced calories Premium ingredients Base: 1,602 internet users aged 16+ who have A flavour I haven’t tried before bought yogurt / fromage frais by gender May 2013 Ethical claims GMI/MINTEL May 2013
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 Healthy foods in general 1. Natural ingredients 1. Low in sugar 2. Low in sugar 2. Low in fat 3. Reduced calories 3. Natural ingredients 4. Removed ingredients 4. Low in salt 5. Added ingredients
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.
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