FroPro, a healthy alternative to frozen desserts developed a new ‘Singles’ product, positioned to compete with the more premium, but unhealthy, Magnums of the category. It was our opportunity to tailor a bespoke marketing and advertising campaign, elevating its standing to compete with the competitor market and educate the audience of a new offering.
After conducting a series of in-house interviews with a customer research panel, it was evident that our audience felt a measured level of guilt after consuming products offered by FroPro’s competitors. Using this to find our advantage, we based our consumer messaging on this thesis; crafting messaging that alluded to guilty pleasure cues while conversely educating our target base that guilty pleasures don’t always need to be guilty.
We conceptualised, developed and delivered two digital video campaigns, introducing the product – hinged on the guilty pleasure principle – we had identified in our product research. Complemented by re-targeted content, our messaging “Treat yourself better” resonated with our audience, delivering actionable results and sales to compete with that of the Fro Pro competitor.