Delaco launch

Case study

communication
campanign

December15, 2011
ASE

Client:

Agency:

Client Service
Strategy:
Media
interface btw. the
Understands the
Plans when and
client and the
context of the
where the
where
creative dept.,
market, the target
campaign will be
suppliers.
and sets some
communicated
Project management:
guidelines to be
Buys the media
understanding of the
followed when
space from TV,
brief budgeting,
brief,
budgeting
developing the
Press, Internet,
coordination of all
creative concept.
OOH etc.
teams involved
sells the agencys Creative team:
Production
work to the client
- art director +
Makes
k sure that
th t
copywriter
Helps with the
things get done
develop the
actual realization
In time, CS can
creative concept
of the campaign
evolve to
with texts and
materials:
consultancy.
layouts (designs).
(designs)
TVC (production
houses)
Printed materials
(printing houses)
Radio (audio
studios)

chooses the agency

based on credentials
or on a pitch (a
contest)
writes the brief:
market background,
product description,
target description,
description
competition
objectives, budget,
timing
evaluates the
agencys
proposals
l
Helps with the fine
tuning of the
proposals if needed.

Back in 2007 Delaco

was a good and
profitable family
business active in
imports and
distribution of cheese
products .
But it was inexistent as
a brand.

Delaco was a
low profile local
player, on a very
segmented marked
that was dominated
by a multinational
company who
invested huge
budgets in
marketing
k ti
and
d
communication
(Hochland).

The research said that

Delaco wasnt
associated with the
category.
Had no awareness.
Had a chaotic portfolio.
Had nothing intrinsic
worth communicating,
that would differentiate
it from the competitors

More

But Delaco had:

What Delaco wanted

The prices for their

products were
comparable with the
competition

Owners and a
management team
with
ith merchant
h t skills,
kill
young and with a lot
of guts.

Some awareness

The products they

offered were not
significantly
i ifi
tl diff
differentt
than the
competition.
The packaging of
the products was
dull, had no unity
and had no visibility
among other similar
products on the
shelve.

A very good
overview of the
cheese market
A 13% Market share
after 7 years of hard
work.

Sales increase
An identity

Step 1

Step 2

Make order in the

portfolio and solve
the shelve
shelve visibility
visibility
problem.

Differentiate
Delaco through
communication,
i ti
not through the
product
(branded
entertainement)
entertainement).

Changing the
priority from
assortment
t
t
(generic: Rucar,
Dalia) to brand
Delaco
Keeping in mind
the technical and
budget restrictions.

Make the
consumers try the
product.
Define a clear
territory that is
visible and hard to
follow (copy)

We created a
mascot, a
character that
had the power to
carry Delacos
product portfolio
on the long term.

The launch
Choosing the
category that
Delaco could sustain
(quality, price)
yellow cheese

Target
Instead of showing a
happy family
gathered around the
table, we chose to
create this mascot
character.
We turned on a
flashlight with the
purpose to draw as
many as possible
without excluding
anyone.

Toni Delaco
The CV:
Cheese merchant,
businessman who
lived in Italy
(Delaco name
resonance).
Hes a modern
character,
h
t
has
h
connections, has
opinions and most
important the has
good
good stuff
stuff..

The launch campaign:

- 7 weeks on air (TV)
- Some press ads

Results
From 13% 19%
market share

- Internet: a Blog and a Spectacular growth

banner campaign
in sales for
Delaco Sofia (the
premium
- Point
i t off sales
l
i
assortment
t
t
materials (POSM)
in the portfolio)
posters, a standup,
sampling, flyer
- Outdoor (billboards
and subway)

3rd place in
spontaneous
awareness (after
Hochland and
LaDorna) and 3rd
place on the
consumers shopping
list.

Thanks
Questions anyone?