BORD BIA: IRISH WHITE FISH

WE DEVELOPED

This campaign is part of Bord Bia’s ambition to raise Irish consumer awareness and knowledge in preparing, cooking and buying underutilised fresh Irish white fish species (hake, haddock and whiting).

Bord Bia commissioned Red C to conduct research on this area, through the prism of Behavioural Economics to develop a Nudge Territory Framework that would drive penetration of fresh Irish white fish.

Taking the findings from the research, V360° developed these ‘Nudge’ territories into a shopper marketing campaign, with a primary focus on Appetite Appeal, supported by other relevant nudges such as Provenance, Nutrition and Easiness.

V360° subsequently trialled the campaign in close collaboration with a leading Irish grocery supermarket and evaluated its impact through a combination of eye tracking research, EPOS analysis and retailer depth interviews.

WE DELIVERED

From a commercial perspective, Irish white fish sales increased substantially during the campaign period, driving growth in both the Irish White Fish Category and the overall Seafood Category – a real ‘Win Win’ result.

From Bord Bia’s perspective, it provided a best practice case study in the application of behavioural economic principles to drive category growth with roll out potential across food and drink categories, both in Ireland and internationally.

It also provided a clear path and hierarchy for an ATL campaign for Irish White Fish based on the key segments and behaviours that emerged from this project.

Marketing Society Of Ireland – Product Innovation and NPD Research Research Excellence Awards Winners 2019

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