Mission
Introduce the new oil blend Carbonell Olys, and develop the international brand proposition ‘healthy’ in the Netherlands.
Idea
Everyone wants children to eat healthily. The new oil blend from Carbonell (with grapeseed, soy, rapeseed, fish and olive oils) was specially developed for this purpose. The fatty acids in Olys help children grow better. This insight pointed the way to a clearly positioned campaign.
Meike became the ultimate ambassador for Olys.
She’s a credible nutrition expert, as well as mother to Liz and Sem.
We built the entire communication around her persona.
Hier komt de mobiele slider
Through her blog, she inspires mothers and children to enjoy eating healthy food together again.
And this message was successful. Using a broad content agenda, social media and bloggers, reach was rapidly accrued.
Encouraged by this success, Meike and Olys hosted their own pop-up store in Amsterdam’s high street, Kalverstraat.
We also built a YouTube channel, with promotional 15 second TV commercials[SC6] .
Watch the making of
Great results were achieved through sampling at Centre Parcs, in-store activations, Olys aprons and numerous coordinated, clever on and offline activities.
The results of the campaign:
- Carbonell market penetration from 3.7% to 6.7%.
- Consumer profile significantly younger.
- Significant increase in Olys name recognition and intent to buy.
- Significant increase in brand value ‘healthy’.
- Market share growth of 20%, exclusively by Carbonell Olive Oil & Olys.
