Is the frozen food sector fully saturated? This conclusion could be drawn from the moderate profits reported from the industry over the last five years, or perhaps the sector has just become a little stale with consumers preferring chilled or fresh produce.
However, some new areas have emerged, for example organic products, which have resulted from the rise of the ethical consumer, and a spotlight has been placed on the ‘goodness’ of food, with traffic light labelling being introduced to show the healthiness of the product.
With increasing such pressures on manufacturers, companies are looking for ways to revamp their image and demonstrate the benefits of frozen foods. Maverick Advertising and Design approached Findus with an ambitious concept to develop a new range that targeted consumer demand for quality ingredients but adding a differentiation to Findus.
Findus, the frozen food giant, entered the UK market in 1956 and was quickly established as a household name. In a mature and flat frozen food market, Findus identified they required a comprehensive re-brand to re-establish a market leading position.
Maverick Advertising and Design gained an in-depth knowledge of the market and of Findus’ values and offered the company a fresh approach to really give the sector a kick up the aisle. After a full evaluation, Maverick Advertising and Design created a campaign that would position Findus as an innovative pioneer, propelling them back to the top ranks.
Maverick Advertising and Design proposed a new range of restaurant quality frozen food, fronted by one of the world’s finest chefs, Jean-Christophe Novelli.
This allowed bold messaging for the marketing as the dishes back-up the high-quality claims. With a range that contains GM-free ingredients and delicious new recipes, which have been developed and endorsed by a highly accredited chef, Jean-Christophe Novelli, Maverick was able to utilise marketing communications to showcase Findus’ products - British frozen food at its best.
Owen Rees, Client Services Director for Maverick Advertising and Design, said, “Combining a chef of Novelli’s stature with the household brand of Findus, meant we were able to deliver a creative and educational marketing campaign.
“Following in-depth research into the sector, we knew we were onto something special with this campaign and both Findus and Novelli were keen to be involved.”
The campaign aimed to breathe fresh life into both Findus, and the frozen food sector as a whole. Being impressed by Maverick Advertising and Design’s fresh and sophisticated approach, Findus knew it was a winning strategy.
Taking five months to implement, the range was developed and Maverick Advertising and Design set about introducing a comprehensive marketing and advertising campaign to complement the Findus/Novelli products.
New press adverts, posters and television commercials were developed each designed to educate the public on the freshness and quality of frozen food. All these marketing mediums position Findus as an aspirational brand that is attractive to a wide variety of consumers who are interested in restaurant quality food at home.
Vidar Engen, Managing Director of Findus, said: "When Maverick Advertising and Design approached us with the idea of making Jean-Christophe Novelli the face of Findus, we realised it could be a great opportunity...and possibly the start of a great relationship. This is our first TV campaign in more than five years and definitely worth the wait.”
The range has created significant rise in sales. Vidar Engen said: ”The initial launch has received fantastic consumer feedback, so there is every reason to look forward to a long and successful partnership with the Maverick Advertising and Design team."
Managing Director of Maverick, Carron Edmonds, said, “We pride ourselves on our unique approach to campaigns and everybody within the agency takes part in the creative process. As an experienced and close team, once an idea is formed we are swiftly able to turn it into a workable format that meets clients’ objectives.
“The Findus campaign is a great example of this process, considering we have no existing clients in the frozen food sector. Yet the company understood our vision and recognised the benefits for their business.”
Maverick Advertising and Design is now the confirmed agency of choice for Findus and they hope to continue the success that started with the Jean-Christophe Novelli range.
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