Robert, our Strategic Planning Director, presented a summary of our award winning Bord Bia Irish White Fish campaign at The Research Excellence Showcase 2020 today. The campaign won the Marketing Society of Ireland award for Product Innovation and NPD Research Excellence.
Bord Bia’s ambition is to raise Irish consumer awareness and knowledge in preparing, cooking and buying underutilised fresh Irish white fish, thereby driving overall penetration of the fresh Irish white fish category (Hake, Haddock and Whiting) within Irish households.
V360° created a shopper marketing campaign that leveraged the key INSHAPE ‘Nudge’ territories identified by Red C. The campaign primarily focused on Appetite Appeal and Easiness, through delicious meal shots and simple recipe solutions, with supporting Nudges such as Provenance, Health and Nutrition. V360° executed the campaign at key hotspots in store and evaluated the impact of the campaign through EPOS analysis, staff interviews and most importantly pre and post eye-tracking shopper interviews.
The campaign delivered a substantial increase in Irish white fish sales along with the overall seafood category – a real ‘Win Win’ result!
To find out more about this campaign, visit the case study here.