Way back at the turn of this century, a team and I came up with the idea of being able to trace the "provenance" of the packaged food account we were working on. We built a very successful ad campaign around that idea, which as far as I can track--we were the first CPG to advertise this idea. But we wanted to go even further and allow the consumer to input the code online to learn about the specific farmer and his family that grew the food. Back then, the client was technically unable--or unwilling--to take that leap. Eight years later, Gold'n Plump chicken has built their communications around this very same idea. By entering the three-digit code on justbarechicken.com, consumers can learn the location of the farm where their chicken was raised. Interestingly, "bare" positioning has been seen in baby food, chilled fruit, beverages, granola...and now chicken.http://www.bizjournals.com/twincities/stories/2008/12/01/daily9.html
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1 comment:
It is good to see this idea, tracing a product back to its origin, finally make it to the mainstream market.
Eight years ago, this idea may have been technically too far ahead of the client. Executing great ideas takes strong commitment along with a little guts. Unfortunately, at last count, great ideas outnumber guts.
The current economic environment challenges brands to do all they can to secure and/or grow consumer loyalty. Brands should capitalize on their product difference. Gold'n Plump is taking a bold step— a step consumers should appreciate.
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