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ClientSantariumProjectSo Good 5 Ways - Soy MilkBackgroundThe So Good product range is well established within the Australian soy milk product market and represents an important growth segment for Sanitarium Foods.ObjectiveTo support the launch of the So Good 5 Ways range with the new Solae ingredient and to communicate primary health benefits.TargetGrocery buyers 25years +Solution90sec HealthBreak location style information breakResultsSales increased over the pre-campaign period (results confidential).Value AddAs part of the campaign development process, infobreak produced two demo tv commercials which Sanitarium pre-tested.
* infobreak seen by consumers as an information service
* infobreak not seen as advertising but more like programming
* infobreak achieved strong levels of message comprehension
* "they inform me so I can make up my own mind about the product"Key LearningPost campaign brand tracking research undertaken by Sanitarium*:
* So Good prompted brand awareness increased by 6%
* So Good brand consideration levels increased to record levels
Key competitors brand consideration level declined.Comments"Research reinforced how well infobreak works with consumers to provide what they see as an independent source of information. infobreak contributed to the increase in brand awareness and importantly consideration levels. Sanitarium is very happy with the top quality result and now recognise the value of infobreak within the mix."
Bill Hazard, Group Account Director, Star Advertising
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