Hoogstraten Strawberries is a sub-brand of Cooperation Hoogstraten, a Belgian quality reference and expert in fruit and vegetables. First, we repositioned the brand by developing a strategy. The objective of this new strategy was threefold: strengthen the position of the brand as a market leader, create a better connection with the primary target group and increase brand equity. This repositioning then led to our first awareness campaign for the brand.
We implemented the new strategy in the campaign by focusing on three pillars: flavour, health and consumption. Why? Data from an online survey showed that a whopping 93% of respondents enjoys the taste of strawberries. Next to that, strawberries are kind of a local-grown superfood filled with vitamin C and anti-oxidants.
We translated these insights in the following campaign headline: “Feel good with yummy sweet” and the baseline: “Every day’s a party”. A little bit absurd, but most of all really festive: that’s the atmosphere we wanted to create for this campaign. To make sure the production of both videos was completely corona proof, we adapted the scripts, camera lining and casting. The kids from the ‘Living Room’ video were brother and sister, all actors did their own hair and make-up and everyone kept a safe distance of 1,5 meters.
We all know a party calls for good music, so we quickly realised we had to have a catchy tune, just like in the musicals. Both the composed tune and the choreography take the campaign to a whole new level of feelgood.
The campaign aims at the two main moments of consumption and is rolled out in different channels. The focus of the campaign is online video (YouTube trueview prerolls and Instagram and Facebook videos). Next to that, the campaign is also rolled out on television as a billboard (especially on the TV stations Vier, Vijf, Zes, Njam, Discovery and TLC), in radio (Radio 2 and MNM) and OOH, more specifically on bus and tram and this in multiple waves. All these campaign elements combined support the overall message in an even stronger way.
The results of the first wave are promising. This campaign generates an extreme high View Through Rate of 32% for Facebook and Instagram video. The campaign goal is to get as many people to watch the full videos and create a positive association with the target group. The online media plan was developed by the digital media agency Addurance, that added Hoogstraten Strawberries to its portfolio after a competition win in partnership with Gutzandglory, earlier this year.
