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Be Careful With That World Cup Promotion - Most People Will Not Be Impressed
The nation is set to go football crazy once again and a new study reveals what UK shoppers feel about brands exploiting the World Cup, in terms of product and pack promotions and sponsorships.
While a quarter of people polled think World Cup promotions on packaging help the excitement to build, and 18% said they would be more likely to choose a product if it showed a World Cup promotion, over half are disparaging of brands getting involved in World Cup promotions which is more than the number of people that claim to have seen a food and drink brand with a World Cup in-store promotion.
In the survey, carried out in the last week of May, just over a quarter of people are open to trying Brazilian influenced foods as well as limited edition products launched by companies for the World Cup, presenting ways for brands to engage with new and existing consumers. Females in particular, claim they are more open to trying Brazilian cuisine.
"Food and drink manufacturers need to tread carefully in view of consumers' World Cup promotion fatigue. Please don't make random associations just to jump on the bandwagon; the fit has to be just right to cut through the competition. Promotions' true impact should be not focussed solely on the immediate returns in terms of hard and fast sales but also take into consideration the impact on longer term brand equity and consumer loyalty," says Mat Lintern, Global Managing Director of MMR Research Worldwide.
When asked directly, there are fairly high levels of awareness that sponsors Coca Cola (65%), Adidas (63%), McDonalds (48%) and Budweiser (39%) are sponsoring the World Cup. But there are high endorsements for Nike (56%), Lucozade (37%) and Mars (35%) which are not sponsors of the tournament. Brands which are involved in football in other ways, for example by sponsoring players, are still benefitting from heightened awareness around the World Cup.
The study queried consumers' knowledge of Brazilian food.
Around a fifth think some of the limited edition products in the UK (for example, Lucozade The Brazilian, Lucozade Sport Brazilian Guava and Pot Noodle Brazilian BBQ Steak) are "very Brazilian" and this rises to nearly a third amongst 16-34 year olds!
This is substantially behind genuine Brazilian cuisine, favoured particularly by the ABC1 social class, such as carioca beans, caiprinha cocktail and guava paste / jam. Foods such as coconut cake, black beans, batata palha crisps, cassava flour and Brahma beer, which are authentic Brazilian foods, currently have less of a strong link with the country.
Women are more interested in trying lacta diamante negro chocolate, coconut cake, caipirinha cocktail and cheese bread mix while males are more interested in Brahma beer.
With the biggest tournament in football about to kick off, 95% of people quizzed by MMR Research Worldwide (MMR) say they will be watching games in the comfort of their own homes.
This compares to 33% who will watch at a pub or bar, 25% who will watch at a friend's house, and 9% will watch at work. The younger generation, particularly 16 to 34 year-olds, is more likely to watch games in a pub or bar or at a friend's house.
"Watching matches on terrestrial television from the comfort of their sofa in the living room remains by far the most popular way football fans will enjoy the World Cup," says Mat Lintern, Global Managing Director of MMR Research Worldwide, whose team of researchers will also capture the British public's attitudes to the World Cup after the tournament.
Heinz Shouts About The Goodness Of Its Pasta Range
Heinz Pasta will be back on our TV screens next month, as part of a multi-million pound marketing campaign to remind and reassure mums about the goodness benefits of its pasta range.
The six month TV campaign created with Sky Media, launching on 9 June, will air across Nickelodeon, Nicktoons and NickJr every day at teatimes.
It aims to build an emotional connection with mums to reignite their passion for Heinz Pasta by drawing on the fun and imaginative brand personality, reiterating that for smiles at meal times, IT HAS TO BE HEINZ.
The partnership will be supported by a competition hosted on Nickelodeon’s website, which invites children to create a fun adventure story about a tomato – the hero ingredient of Heinz Pasta.
Stories from the top four winners will be used to create content for 30 second adverts to be shown on all Sky Media and Nickelodeon channels for the rest of the TV campaign.
Additional activity includes a digital advertising campaign, which focuses on the nutritional benefits of the pasta range.
Every portion contains a whole pomato, providing one of your five a day and, for the first time, the campaign will highlight the inclusion of iron for normal cognitive development.
The pasta range is also naturally low in sugar; low in fat and contains absolutely no preservatives.
The Heinz Pasta label is also undergoing a refresh to enable busy mums to see at a glance all of the goodness that has been packed into the range.
The bolder keystone features a whole tomato to remind mums why it is good for you and it uses real product imagery so consumers can anticipate the taste.
Laure Gentil, Brand Manager for Pasta and Vegetables at Heinz, said: “We know that busy mums need convenient and tasty meal time solutions which are good for their children, particularly if they are graduating from the Infant Feeding category into more grown-up foods.
“With the Heinz pasta range, mums can be reassured they are serving up a nourishing meal-time accompaniment, whilst making teatime more fun.
“Having been a firm favourite in households for over 80 years, we feel now is the right time to remind mums about the goodness found in every can of Heinz Pasta.
“This is brought to life for children too with the Nickelodeon competition, as they have the opportunity to interact with the brand on an educational level, whilst having fun.”
Delisante Teams Up With British Polo Day To Boost Brand Awareness
This year, British artisan food manufacturer Delisanté is providing gourmet hampers featuring its range of hand-crafted delicatessen tarts, quiches and savoury pastries to pitch-side guests at the British Polo Day Charity Cup.
Through the collaboration the company is looking to build brand awareness as well as trial of its range with key influencers and consumers.
Delisanté co-owner Charles Coleman said: “Delisanté is delighted to be associated with such a globally recognised institution as British Polo Day, an event that truly celebrates the best of British in so many ways. With events such as the Jubilee and Olympics really striking up a positive patriotic fervour, we've seen a resurgence in the demand across the country for gourmet delicatessen goods, made with the best possible ingredients. This activity is a key opportunity to secure trial with our core audience.”
Returning to the base of the Black Bears polo team in Henley-on-Thames on Saturday 28 June, this home leg of the British Polo Day Series is the return fixture for British Polo Day Singapore and one of the most prestigious events in the international polo calendar.
British Polo Day celebrates the best of British luxury and heritage, making it the perfect place for Delisanté to showcase their range of delicious, artisan products to over 600 guests. Founded in 2006, the Buckinghamshire based manufacturer creates hand-made delicatessen products including tartlets, quiche, hot & cold pies and other savoury pastries, chilled traiteur and salads as well as supplying own-label products to the likes of Waitrose and Ocado.