案例简介：

案例简介：Why is this work relevant for PR? Purposes are met with skepticism. Every company has one, but most only exist in words in annual reports and powerpoint slides. Our new purpose, ‘all ingredients for a better life for everyone’ runs the risk of being one of many. It called for deeds not words. For our impactful and daring campaign, PR was critical to increase believability and convince our sincerity amongst stakeholders. PR is the foundation of our approach. Without it, our daring idea ran the risk of exploding in our face. Background Albert Heijn (Ahold Delhaize), is the leading supermarket in the Netherlands, 34,7% marketshare. Their new way to create sustainable brand preference as a market leader, is to address big societal shifts: increased needs for transparency, impact of plastic, looming health-issues from (over-)consumption. To name a few. Yet the markets’ biggest and most volatile segment, families with children, is price driven and discount is their addiction. The objective is to broaden the target groups’ consideration set to a ‘price and focus’. The brand has practical solutions to offer to issues that matter to all and improve everyone’s life. We decided to take on an issue where we are part of the problem as we are the solution: hidden sugar in our products. Describe the creative idea (20% of vote) Hidden sugar affects all people. It is added to increase taste in many products. On top of that, sugar is highly addictive. Oblivious consumers eat lots of it, adding to weight-increase and health issues. Obesity is 21st Century’s most serious public health issue. Initially thought to affect the elderly, now clearly affecting our target group families with children. It is also the leading preventable cause of death, through a change in diet. But change is hard and campaigns aimed at changing the Dutch eating habits failed. The only effective way for humans to?deal with less sugar, is our gradual adjustment to taste Over a period of two years, we gradually reduced sugar levels in all our private label products by 25%. During which, we kept our secret to ensure we really help people to adjust to a different taste and a healthier diet Describe the PR strategy (30% of vote) The gradual adjustment to taste as the foundation of our strategy and the key to the campaign. We decided not to ask them for their acceptance, since this would lead to rejection and criticism. Instead we would take them by surprise: after the fact. The PR strategy had two objectives. Convince stakeholders and experts that our new purpose is really impacting our actions. Secondly generate buy-in for our approach. Prior to roll-out it started with a conference with stakeholders. Demonstrate the problems and discuss the dilemmas. After that we selected one credible endorser to be our ally in the public approach once the campaign would start and our big secret would come out; the Dutch Diabetes Fund. They add credibility and allow the message to be spread in channels commercial messaging cannot reach in a believable way. Once the campaign was live, PR would monitor and engage with society through social media. Describe the PR execution (20% of vote) After we reduced all sugars, we kicked off an integrated PR, ad and instore campaign. We addressed the problem, confessed and apologized. We convinced them with the impact our secret had on the whole country. A staggering 320,000,000 million sugar cubes to be precise. All saved without any customer noticing the change in the products they buy and love to eat. We also communicated our aim: a reduction of one billion sugar cubes by 2025. In store, we added sugar indicators on the shelves of categories notorious for their hidden sugars to help and guide our customers. List the results (30% of vote) – must include at least two of the following tiers: After we reduced all sugars, we kicked off an integrated PR, ad and instore campaign. We addressed the problem, confessed and apologized. We convinced them with the impact our secret had on the whole country. A staggering 320,000,000 million sugar cubes to be precise. All saved without any customer noticing the change in the products they buy and love to eat. We also communicated our aim: a reduction of one billion sugar cubes by 2025. In store, we added sugar indicators on the shelves of categories notorious for their hidden sugars to help and guide our customers.

The Biggest Secret Diet

案例简介：

The Biggest Secret Diet

案例简介：Why is this work relevant for PR? Purposes are met with skepticism. Every company has one, but most only exist in words in annual reports and powerpoint slides. Our new purpose, ‘all ingredients for a better life for everyone’ runs the risk of being one of many. It called for deeds not words. For our impactful and daring campaign, PR was critical to increase believability and convince our sincerity amongst stakeholders. PR is the foundation of our approach. Without it, our daring idea ran the risk of exploding in our face. Background Albert Heijn (Ahold Delhaize), is the leading supermarket in the Netherlands, 34,7% marketshare. Their new way to create sustainable brand preference as a market leader, is to address big societal shifts: increased needs for transparency, impact of plastic, looming health-issues from (over-)consumption. To name a few. Yet the markets’ biggest and most volatile segment, families with children, is price driven and discount is their addiction. The objective is to broaden the target groups’ consideration set to a ‘price and focus’. The brand has practical solutions to offer to issues that matter to all and improve everyone’s life. We decided to take on an issue where we are part of the problem as we are the solution: hidden sugar in our products. Describe the creative idea (20% of vote) Hidden sugar affects all people. It is added to increase taste in many products. On top of that, sugar is highly addictive. Oblivious consumers eat lots of it, adding to weight-increase and health issues. Obesity is 21st Century’s most serious public health issue. Initially thought to affect the elderly, now clearly affecting our target group families with children. It is also the leading preventable cause of death, through a change in diet. But change is hard and campaigns aimed at changing the Dutch eating habits failed. The only effective way for humans to?deal with less sugar, is our gradual adjustment to taste Over a period of two years, we gradually reduced sugar levels in all our private label products by 25%. During which, we kept our secret to ensure we really help people to adjust to a different taste and a healthier diet Describe the PR strategy (30% of vote) The gradual adjustment to taste as the foundation of our strategy and the key to the campaign. We decided not to ask them for their acceptance, since this would lead to rejection and criticism. Instead we would take them by surprise: after the fact. The PR strategy had two objectives. Convince stakeholders and experts that our new purpose is really impacting our actions. Secondly generate buy-in for our approach. Prior to roll-out it started with a conference with stakeholders. Demonstrate the problems and discuss the dilemmas. After that we selected one credible endorser to be our ally in the public approach once the campaign would start and our big secret would come out; the Dutch Diabetes Fund. They add credibility and allow the message to be spread in channels commercial messaging cannot reach in a believable way. Once the campaign was live, PR would monitor and engage with society through social media. Describe the PR execution (20% of vote) After we reduced all sugars, we kicked off an integrated PR, ad and instore campaign. We addressed the problem, confessed and apologized. We convinced them with the impact our secret had on the whole country. A staggering 320,000,000 million sugar cubes to be precise. All saved without any customer noticing the change in the products they buy and love to eat. We also communicated our aim: a reduction of one billion sugar cubes by 2025. In store, we added sugar indicators on the shelves of categories notorious for their hidden sugars to help and guide our customers. List the results (30% of vote) – must include at least two of the following tiers: After we reduced all sugars, we kicked off an integrated PR, ad and instore campaign. We addressed the problem, confessed and apologized. We convinced them with the impact our secret had on the whole country. A staggering 320,000,000 million sugar cubes to be precise. All saved without any customer noticing the change in the products they buy and love to eat. We also communicated our aim: a reduction of one billion sugar cubes by 2025. In store, we added sugar indicators on the shelves of categories notorious for their hidden sugars to help and guide our customers.

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The Biggest Secret Diet

暂无简介