The Great Debate
The partnership between MBM and LUMO Labs has many Kiwis expressing their votes for Vogel’s in the campaign titled Vogels vs Vogel’s. The campaign encouraged bread lovers to share their opinions on how they store, eat and even spell Vogels.
MBM was able to utilise LUMO’s LED screens to drive high engagement during the voting period. Live results were pulled from social media results and updated across the nationwide network, where it was displayed to LUMO’s mass-reach audience.
The creative design by DDB is an impressive display of how a brand can leverage social engagement to fuel a DOOH campaign. MBM used 14 live social feeds pulled from Instagram and Facebook votes. Already passionate Kiwis have expressed their thoughts with the campaign seeing over 6000 votes in less than a week.
Challenge
Driven by a plethora of competitive options, coupled with the diversification of dietary requirements for the modern-day consumer, the loaf category was declining (-5.4% in volume).
To add to our woes, Vogel’s was showing a deterioration in brand power for those under 40 when compared to those over 40 (15.9% vs 17.6%).
Older audiences who have grown up with the brand, have a profound love and connection to Vogel’s making it a non-negotiable pantry staple in their homes. However, younger Kiwis were less familiar with the brand, and ‘bread’ has a bad reputation with this carb avoiding younger audiences.
Our work was cut out for us. We kneaded to look at this a little differently to get Vogel’s to rise to the top, and operate in a category of their own.
Solution
With limited dough we needed to engage both the over 40’s and under 40’s, yet these audiences were worlds apart when it came to interests, beliefs and behaviours.
This diverse view of the world was only heightened when Vogel’s was introduced. While a love for Vogel’s was shared, research showed it stopped there. How people consume Vogel’s varies greatly and was a very passionate topic – which was hotly debated. It was also very unique to Vogel’s, the white bread debate was not quite as grainy.
The only common ground they had, was their shared love for Vogel’s.
Knowing that everyone, believes ‘everyone else’, does Vogel’s the wrong way (and they are passionate and vocal about this belief), led to a very rich strategic space.
Social sentiment tracking exposed that our army of Vogel’s advocates have passionately expressed that they know the best way to enjoy the product, often without being prompted.
From debates over the amount of time you should toast it for, how it should be sliced, to the best combination of toppings. Their debates were full of passion and endless.
Arise our strategy - Vogel’s vs Vogel’s.
We set out to turn the heat up on the Vogel’s debate.
The idea was baked to launch a series of polls that invite Kiwis to have their say on the greatest debate of all time; voting for the ultimate way to enjoy Vogel’s.
Sparking the conversation and getting the nation to share their opinions, all to inspire the next generation to try Vogel’s and see what the hype is about.
Results
Sales volume bounced back during the campaign period, and we grew unit sales by +7.8% vs pp (exceeding our target of 3%). Unit share of the Premium Health subsegment grew to 72.2% (our target was 70.8%).
The engagement of the U40’s was beyond what we have ever seen before. We achieved an interaction rate of 3.3% (vs Vogel’s benchmark of 2%). We also received a total of 38,450 votes across the campaign period. 24,626 of these from the U40’s specifically(AP25-34).
