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July- Sept ’07 tracking presentation

July- Sept ’07 tracking presentation. Prepared for MLA, Nov 7 th 2007. By: Sam Almutair, Trina Leigh, Huw Williams . What we are covering…. A first read on ‘Lamb is in the air’ Response to the advertising Initial results on the brand An overview of the 2 nd burst of ‘Beef kids’

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July- Sept ’07 tracking presentation

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  1. July- Sept ’07 tracking presentation Prepared for MLA, Nov 7th 2007. By:Sam Almutair, Trina Leigh, Huw Williams

  2. What we are covering…. • A first read on ‘Lamb is in the air’ • Response to the advertising • Initial results on the brand • An overview of the 2nd burst of ‘Beef kids’ • Do the diagnostics support the potential for a 3rd burst? • The evolution of Foundation food • How has the 30’ performed? • Where is red meat currently sitting? • Benchmark measures on WCRF and cancer association

  3. How the data is collected 18-64 year olds who are personally responsible either mainly or equally for the household grocery shopping and cooking. Buyers of meat.People who live in the metro areas of Sydney, Melbourne, Brisbane, Adelaide or Perth. Who What 100 interviews per week in metro cities • This presentation covers data to 30th September 2007 • WCRF measures include data up to 30th October 2007 • CSIRO measures include data up to 4th November 2007 When Online interviewing via a Lightspeed panel How

  4. Lamb • How is ‘Lamb is in the air’ working? • What impact does the campaign have on Lamb brand measures to date? • Has limited ATL (pre- September) impacted Lamb?

  5. The TARPs behind the current Lamb activity exceed previous campaigns- more TARPs delivered against mums

  6. In their own words…..very positive “I think it’s great…. Very amusing and well thought out. Though it did take me to the end to work out is was an ad for lamb and not a new and bizarre movie coming out!” “Very creative and entertaining. Certainly an ad where many catch phrases will be used everyday!” “A refreshing take on advertising what could be a bland subject. I actually thought- for about 15 secs- that it was a new movie coming out and that’s what held my attention. The the joke dawns on you and you are captivated- waiting for the joke you know is coming” “It was very clever that they made it like a mini movie… it was very amusing and I would love to see it more on television… the meat puns were funny” “A clever way of attracting people’s attention. And it makes me hungry… great ad”

  7. The ad treads the line of funny/cheesy, with a small minority not realising the joke (believing the ad to be a movie trailer) “Clever but I though it was an ad for a movie at first. Rosemary Spriggs and Clive Ovens are really cheesy and so are the lamb jokes. The “Shanks” bit at the end is the worst!” “It’s a silly ad and I don’t know what it has to do with lamb” “A bit cheesy but entertaining” “I really thought it was a movie trailer for a movie about to come out” “Not much information on lamb but the movie looks okay”

  8. … But the overwhelming response If you could talk back to the people who made this ad, what would you say about it? Tone of feedback to ad makers 7% thought it was a movie trailer NET Negative 13% Mixed response 4% NET Positive 63% Ad was clever/ creative/ interesting/ funny 45% Other positive feedback 18% Ad was clever/ amusing but initially confusing 4% Missed the connection between the idea and lamb 5% Silly/ lame/ corny 7% Base: n=150 feedback verbatims from those seen the streamed ad

  9. ‘Lamb is in the air’ yet to hit recognition levels of Lâmb, however, the connection to lamb is strong. Branding:There are some ads that people remember but never know what they are for. Which one of these phrases applies best to this ad? Recognition:Have you seen this advert on TV? ‘Australia Day’ (15 sec) TV % MB Australia TV Norms % ‘Lamb is in the air’ TV % ‘Australia Day’ (15 sec) TV % ‘Lâmb’* TV % ‘Lamb is in the air’ TV % ‘Lâmb’ TV % 413 TARPs 339 TARPs 434 TARPs I would definitely remember the ad was for Lamb Base (n=202) (n=200) (n=500) I wouldn’t be sure which meat the ad was for Mum’s with kids: Recognition : ‘Lamb is in the air’ 37% (n=54) ‘Australia Day’ 15sec 37% (n=43) ‘Lâmb’50% (n=143) I wouldn’t even be sure that it was an ad for meat Base: (n=63) (n=297) (n=241) (128 ads) *aired previously

  10. As seen via the verbatims ‘Lamb is in the air’ is perceived as clever, amusing and highly enjoyable- albeit not as novel as Australia Day and Lâmb Thinking about that advert for lamb, please indicate whether you agree or disagree with each of these statements. ‘Lamb is in the air’ TV % ‘Australia Day’ (15 sec) TV % ‘Lamb’ TV % CAWI StillsNorms % Agree - n/a n/a n/a n/a 51 n/a 27 29 n/a Is different to other food ads It was clever It was amusing Is better than other food ads I enjoyed watching it a lot It held my attention more than other food ads It's the sort of ad I would talk about with friends I am getting fed up with seeing it It was confusing n/a n/a n/a n/a n/a n/a Base: (128 ads) (n=63) (n=297) (n=241) Based on those that recognise ad

  11. ‘Lamb is in the air’ ‘Lâmb’ ‘Australia Day’ (15 sec) MB CAWI Norm ‘Lamb is in the air’ TV % ‘Australia Day’ (15 sec) TV % ‘Lâmb’ TV % Interesting 48 54 39 Distinctive 66 72 49 Involving 52 71 28 Mean: 6.55 7.70 6.09 The mock-trailer style of the ad contributes to its distinctiveness and while not to the extent of Australia Day it is a very involving execution Involvement diagnosis *Caution: Low base Based on seen ad (Total): ‘Lamb is in the air’ (n=63), ‘Lamb’ (n=241), ‘Australia Day’ (15 sec) (n=297), MB CAWI Norm (n=128 ads)

  12. Strongly suggests Strongly/Slightly suggests … it is delivering clear communication around lamb’s delicious taste, popularity and ability to bring people together, well above Lâmb on deliciousness How strongly do you think the advertising gave you these impressions? ‘Lamb is in the air’ TV % Is delicious to eat Brings people together Is popular Is tender Is for special moments Is perfect for spring Is loved by everyone Lâmb: ‘Is delicious to eat’ 48% (n=241) Base: (n=63) Based on those that recognise ad

  13. …and this communication is contributing to good levels of brand appeal (a weakness of the Lâmb execution, which was polarising) Thinking about that advert for lamb, please indicate whether you agree or disagree with each of these statements. ‘Lamb is in the air’ TV % ‘Lâmb’ TV % ‘Australia Day’ (15 sec) TV % CAWI StillsNorms % Agree - 51 37 35 30 38 It made lamb seem more appealing The points made in the ad were relevant to me It made me more likely to eat lamb It made me think differently about lamb It contained new information about lamb Base: (n=63) (n=297) (n=241) (128 ads) Based on those that recognise ad

  14. In line with the strong ad response a notable uplift in communication awareness with ‘Lamb is in the air’ – we will see the full impact with October data Steady decay in communication awareness in the absence of ATL activity

  15. Introducing the Awareness Index… what we are trying to understand Different ad campaigns produce different levels of Ad Awareness…. ….but they are supported by varying levels, and patterns, of Media Spend.

  16. ..so we can understand the efficiency of your creative in cutting through Modelling Ad Awareness is all about how we relate this…. ….to this. The aim is to disentangle quality from quantity to see how well each campaign has leveraged the media spend.

  17. What creates ads with high AIs and ensures you cut through the clutter? 3 key elements help you break through the advertising noise Involvement Enjoyment = +/or Creative Stopping Power + Branding = Branded Engagement

  18. The initial read on ‘Lamb is in the air’, suggests an AI in the region of 9 – cutting through efficiently

  19. Lamb is also being supported by the recent ‘You’ll love Coles- Lamb’ activity appears to work as a complement to ‘Lamb is in the air’ with high recognition and attribution to lamb Branding:There are some ads that people remember but never know what they are for. Which one of these phrases applies best to this ad? Recognition:Have you seen this advert on TV? ‘You’ll Love Coles (Lamb)’ % MB Australia TV Norms % I would definitely remember the ad was for Coles I wouldn’t be sure which supermarket the ad was for I wouldn’t even be sure that it was an ad for a supermarket (128 ads) (n=46) Base: % Coles and Lamb 79% brand the ad to lamb Base (n=101) Lamb but not remember if was also for Coles Coles but not remember it was for Lamb Would not remember it was for Coles or Lamb *Caution: Low base Base: (n=46)

  20. Recognition of the print and POS copy is equal to Lâmb- however, branding is far superior Branding:There are some ads that people remember but never know what they are for. Which one of these phrases applies best to this ad? Recognition:Have you seen this advert on Print? ‘Lamb is in the air’ Print % ‘Lâmb’ Print % MB Print Norms % ‘Lâmb’ Print % ‘Lamb is in the air’ Print % I would definitely remember the ad was for Lamb (n=500) Base: (n=131) I wouldn’t be sure which meat the ad was for Mum’s with kids: Recognition : ‘Lamb is in the air’ 11% (n=36) ‘Lâmb’9% (n=143) I wouldn’t even be sure that it was an ad for meat Base: (n=131) (n=500) (57 ads)

  21. ‘Lamb is in the air’ print is highly intriguing, original and stylish- not limited by some confusion and irritation with ‘Lâmb’. Appeal and relevance of this print also superior to ‘Lâmb’. Which one of these words do you think applies most to the advert? MB Print Norms % ‘Lamb is in the air’ % ‘Lâmb’% 21 27 31 46 25 30 11 10 12 22 38 27 Lâmb LIITA Eye-catching 72 60 Clever 67 45 Appeal 38 37 Relevance 33 20 (n=131) (n=500) (57 ads) Base: Based on those that recognise ad

  22. What has been the brand response to ‘Lamb is in the air’?

  23. Signs of an uplift in recent Lamb purchase in line with TV activity

  24. Although yet to see an impact on positive disposition

  25. And some (directional) improvement in endorsement of lamb’s irresistable aroma, ease of cooking/preparation and kid’s appeal Diff. to June-July ‘07 % On air Sept ‘07 % Easy to cook and prepare Has an irresistible aroma It's a children's favourite Function of Coles work? (n=897) (n=402) Based on total sample

  26. In the long term, lamb’s imagery perceptions remain stable- however, personality is less old fashioned and slight build in local hero July- Sept ‘06 July- Aug ‘07 July- Sept ‘07 Sept ‘06 Personality profile: Image profile: Proud Australian Old fashioned Local hero Friendly Honest A real bloke Larrikin Easy going Fun Trend setter Boring Larger than life Confident Brave Loved by Australians It's expensive Encourages sharing and togetherness Has an irresistible aroma It's normally juicy and tender I trust the safety of this meat Makes an everyday meal occasion special Is consistently high quality I'm proud to buy and serve this I'm willing to pay a bit more for it It's delicious to eat Is well liked in our household It's a children's favourite Easy to cook and prepare Contains a range of vitamins and minerals Are good for a variety of dishes Makes healthy meals Is an essential part of a healthy diet Good in a weight loss diet Based on total sample: (n=1200) (n=1299) (n=300) (n=601)

  27. Q1 July- Sept ’06 Q2 Oct- Dec ’06 Q3 Jan- March ’07 Q4 April- June ’07 Q5 July- Sept ‘07 Lamb KPI performance: quarter-on-quarter Lamb targets amongst mums with kids Based on mums with kids aged 5-17 yrs old

  28. Lamb summary • Although still early days, the recent ‘Lamb is in the air’ activity is working well • Cut-through measures of branding, involvement and enjoyment are high (on par with Australia Day and a marked improvement on Lâmb) • Initial indications suggest an efficient execution with a strong AI • The creative idea is well-received (clever and amusing), communicates on strategy and does a reasonable job of building appeal • Also translates well in print/POS copy • Brand response to the activity will become more apparent next month • While difficult to isolate without specific TARP information there is an impact on Lamb from the Coles activity • In the long term, despite a sustained period off air this year’s activity has maintained lamb’s imagery perceptions • Lamb’s imagery profile remains the same year-on-year, however lamb has become less old-fashioned

  29. Next steps lamb • Executionally a strong performer, potential to elongate spend through next burst given power of the creative to cut through • Confirm with next month of data when AI becomes clearer • Coles work is impacting on Lamb as seen by our diagnostics • What potential exists to integrate media lay down? • Increase in kids favourite for lamb is interesting in the context of beef

  30. How we can use the AI - A case study

  31. What ‘styles’ of ad are there in the lager market ? Character Story Not necessarily independent groups Lads Mood/Style Event related

  32. Subtle humour No humour Funny Silly Humour

  33. Beef • Has Beef Kids (Winter Meals) been as successful as the Summer Meals version? • How has media spend impacted the ad’s performance? • Can the campaign be stretched- re-aired in February? • Other factors influencing Beef’s performance?

  34. Total TARPs behind the second burst of Beef Kids lower than March/April ‘07- however, TARPs against mums have been similar

  35. Some uplift in advertising awareness in line with Beef Kids (Winter)- however not reaching the peak achieved in the first burst

  36. ..However the model suggests equal efficiency of cut through – an AI of 6 in line with the first burst

  37. …but amongst mums there was an uplift from June, outside any specific MLA activity - any thoughts? Note the strong supermarket presence in June-Aug

  38. Recognition and branding of Beef Kids improved since first aired, particularly amongst Mums (a likely combination of executional tweaks and the association with kids building with a 2nd burst) Recognition:Have you seen this advert on TV? Branding:There are some ads that people remember but never know what they are for. Which one of these phrases applies best to this ad? CAWI (Stills) Norms % Beef Kids Summer % Beef Kids Winter % Beef Kids Summer % Beef Kids Winter % 427 TARPs 560 TARPs I would definitely remember the ad was for Beef I wouldn’t be sure which meat the ad was for Base (n=601) (n=401) I wouldn’t even be sure that it was an ad for meat Mum’s with kids: Recognition Summer: 42% (n=156) Winter: 59% (n=101) Base: (n=235) (n=195) (128 ads) Mum’s with kids: Top box branding Summer 43% (n=65) Winter 66% (n=59) Difference significant at 95% confidence level

  39. Enjoyment has increased with the 2nd burst, particularly to mums – sign of wear in of campaign Thinking about that advert for beef, please indicate whether you agree or disagree with each of these statements. Diff from Beef Kids Sumer (Mums) % Diff from Beef Kids Summer % Beef Kids Winter (Mums) % CAWI (Stills) Norms % Beef Kids Winter % Agree - Is different to other food ads I'm getting fed up with seeing it Is better than other food ads I enjoyed watching it a lot It's the sort of ad I would talk about with friends Base: (n=195) (n=59) (128 ads) Based on those that recognise ad

  40. … and is seen as more distinctive and involving amongst the Mums target Which one of these words do you think applies most to the advert? Beef Kids Winter % Beef Kids Winter (Mums) % Diff. from Beef Kids summer (Mums) % CAWI (stills) Norms % 37 46 42 33 10 28 16 6 7 13 37 21 4.96 Active + Passive + Active - Passive - Mean score: 5.12 5.27 (n=59) Base: (n=195) (128 ads) Based on those that recognise ad

  41. The ad continues to communicate beef’s appeal and health qualities- fewer believe kids ‘love’ the winter meal options How strongly do you think the advertising gave you these impressions? Mums with kids aged 5-17yrs Diff. from Beef Kids Summer % Beef Kids Winter % Strongly suggests: Beef is loved by kids Beef is a perfect meal for kids Beef makes healthy meals for kids Beef is a valuable source of iron that kids need Beef gives kids energy Beef is loved by Australians Shepherds Pie is loved by kids Mums Roast Beef is loved by kids +9 0 +4 +5 +5 +6 Meatballs are loved by kids 77% Spaghetti Bolognese is loved by kids 75% (n=65) Base: (n=59) Based on those that recognise ad

  42. …and response is improved in the winter version How strongly do you think the advertising gave you these impressions? Beef Kids Winter (Mums) % Diff. from Beef Kids Summer (Mums) % Beef Kids Winter % Diff. from Beef Kids Summer % CAWI StillsNorms % Agree - 49 51 37 35 The points made in the ad were believable +6 +6 It made beef seem more appealing +3 +12 The points made in the ad were relevant to me +10 +16 It made me more likely to eat beef +8 +12 Base: (n=195) (n=235) (n=59) (n=65) (128 ads) Hypothesis: The summer meal featured in the ad are already part of Mum’s regular repertoire and she knows her kids love them but the winter meals provide new meal options Based on those that recognise ad

  43. What has been the brand response to ‘Beef Kids (Winter)’? • Has this improved on the response to Beef Kids (Summer)?

  44. …no further build in a childrens favourite, but initial rise has been sustained

  45. However, ‘Well liked in the HH’ has continued to build from Feb ’07, reaching it’s peak as Beef Kids (Winter) is aired

  46. ..And Beef Kids (Winter) working harder to close the gap between chicken and beef in perceived versatility

  47. Long term build in mean serves amongst Mums target observed up to 2nd burst

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