Best C-Store Marketing Campaign 2011

Sammy Bedair, chairman, Leaders Enterprises, presents the award for Best C-Store Marketing Campaign 2011 to Rita Kirwan and Niamh O’Shea of Largo Foods for the Hunky Dorys GAA Campaign

Throughout 2011, brand marketers excelled in ensuring their advertising campaigns grabbed consumers’ attentions; helping to deliver those all-important sales

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Brand Central

Sammy Bedair, chairman, Leaders Enterprises, presents the award for Best C-Store Marketing Campaign 2011 to Rita Kirwan and Niamh O’Shea of Largo Foods for the Hunky Dorys GAA Campaign

And the nominees are…

Guzzle Puzzle
National Lottery
Lucozade Sport
Cadbury Dairy Milk
Pepsi Max
HB
Pedigree Dentistix
Hunky Dorys – GAA

Mountain Dew

Bulmers

The award for Best Marketing Campaign 2011 was sponsored by Guaranteed Irish EPOS provider Leaders Enterprises

Hunky Dorys, Ireland’s best selling crinkle crisp, has launched new Hunky Dorys Cheesy Cheese and Flaming Chilli Tortillas

The Hunkys Dorys GAA campaign was named Best C-Store Marketing Campaign 2011, to a fanfare of applause from impressed retailers at last month’s C-Store Awards. September saw the launch of the Hunky Dorys football advertising campaign, shot by world famous photographer Walter Iooss Jr. The 2012 Hunky Dorys Calendar became a collectable for thousands of fans and some were lucky enough to meet the girls at exclusive store signings.

Hot off the press is the new Hunky Dorys Flaming Chilli and Cheesy Cheese Tortillas. Available in two flavours, they come in 175g packs, ideal for sharing. Hunky Dorys is Ireland’s best selling crinkle crisp while Hunky Dorys Cheese and Onion is the number one sharing crisp pack in the country. Hunky Dorys have spent months perfecting the flavours, so as to create the perfect tortilla chip taste and texture. Hunky Dorys are made in Ireland.

Doggie Dentures campaign goes down a treat

Also in the top 10 marketing campaigns of 2011 was the Pedigree Dentistix campaign. Pedigree, Ireland’s number one selling dog care brand, is significantly investing behind a TV, press and online campaign to tackle the serious issue of gum disease in dogs. “Doggie Dentures” highlights the importance of oral health care in dogs.

With 80% of dogs over the age of three in Ireland showing signs of gum disease, Pedigree Dentastix is the only oral care treat endorsed by vets, and can reduce tartar by up to 80% when fed daily.

Pedigree Dentastix are available in trial packs of three, weekly packs of seven or monthly packs of 28 – and with the ‘Vets Recommend’ flash on pack, retailers should ensure they stock up and place this product alongside their existing dog care range.

The dog care and treats category is in growth by over 8%* and still represents a massive opportunity to recruit new buyers into the category, particularly if retailers ensure they have a range of Pedigree Care and Treats available on their pet care fixture. Pedigree continues to outperform the market and is growing by 9.4%.*

*(Source: AC Nielsen MAT value sales growth 27 November 2011)

The puzzle you can guzzle

Retailers likewise ranked Guzzle Puzzle in their top 10 marketing campaigns of 2011. Guzzle Puzzle from The Natural Confectionery Company launched in August 2011 is a unique addition to the sugar confectionery category. The ‘magical’ product features different jelly shapes in different flavours which fit together. The magical part comes when the jellies are combined to produce entirely new flavours: cinnamon and lime create cola; orange and banana give you bubblegum; raspberry and lime make pink lemonade. The Guzzle Puzzle concept is driving interest and excitement in the sugar category. To maximise sales, semi-permanent counter units are available which hold two outers of the product. The sugar confectionery category is currently in growth and TNCC is capitalising through product innovation. Kraft Foods is the number one supplier with 30.5% value share of sugar hanging bags and TNCC Snakes 200g are the second biggest selling SKU (Source: Nielsen Market Track w/e 30 Oct 2011).

Mouth-wateringly tempting chocolate

Another marketing initiative applauded by retailers was the Cadbury Dairy Milk campaign. Last September Cadbury Dairy Milk launched its biggest ever integrated marketing campaign in Ireland, which ran until November. The campaign’s goal was to remind consumers about the distinctive irresistible taste of Cadbury Dairy Milk and featured a new Irish made TV ad intended to seduce viewers with beautifully shot footage of mouth-watering chocolate. In sales terms the September campaign delivered phenomenal results with Cadbury Dairy Milk’s share of the blocks (chocolate bars) market increasing by 10% in a market that is declining at a rate of 5% (Scantrack 2 October). In addition Cadbury Dairy Milk brand preference grew by 3% YOY, with an 11% increase in the key metric of “Cadbury Dairy Milk has the best tasting chocolate” versus March 2011 (Hall & Partners September 2011). All of the above results contributed to Cadbury Dairy Milk’s best ever marketing campaign in Ireland and reaffirmed the brand’s position as the country’s favourite chocolate bar. This February will see Cadbury Dairy Milk launch the second instalment in this campaign with the high impact TV creative returning to our screens alongside in-store activation and the return of the Cadbury Dairy Milk Share A Square App.

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