Brief:

Develop a strategy and campaign for Innocent Veg Pots that is both innovative, engaging and creative.

Take insights about the audience and the market and combine them with wider digital trends and behaviours.

Contents:

• What are we trying to do?• Who are we talking to?• Insights• Strategic direction• What do we want people to think / feel / do?• TOV• Creative thought starters

So…What are we trying to do?

We need to drive engagement and trial specifically by Office Louises, to expand the loyal base group and maintain a continuous conversation throughout the year.

“I’ve got 99 problems… but LUNCH ain’t one!”

…and who is Office Louise?

• 25-34• Ambitious & busy• Professional, Mum, Veggie, dieter• 50% Lives in London• They want a healthy, tasty, & filling lunch• Experience & variety is important• They dislike monotony

What are the cultural insights relevant to the task?

Lunchtimes have become less healthy.

They are often too short, sat in front of a screen, and eaten alone with quick-fix food.

We have lost the social component of eating.

What are the engagement insights relevant to the task?

• Eating well is a popular lifestyle trait people like to project through social networks• Using Twitter, Instagram, 4SQ, Facebook & Pinterest.• Office Louise often multi-tasks her workload with checking social networks.• Video has been predicted to account for 90% of web destinations in 2013*

What does the brand/product/service offer? How does it make people think and feel ?

• Innocent is a healthy, natural and wholesome product that helps you feel human again.

• Veg Pots beat supermarkets on taste, restaurants on price, and packed lunches on cool.

What is the strategic direction?

We want to make eating social again!

Align Veg Pots with improving lunch overall, in terms of health, cost and social interaction.

Leverage the culture of eating together (good for office, mums & dieters) and put the veg pot at the centre of that behaviour.

Bring back the lunch hour!

Spark a movement and call to action through social media.

On-pack design needs to embody the idea.

A specific social media campaign to drive footfall and purchase

What do we want people to think / feel / do as a result of this activity?

We want people to feel inspired and motivated to participate and think it is good to eat well together.

We want people to think it’s worthwhile reviving the lunch hour.

It is an hour of wholesome pleasure for everyone and this hour of goodness starts with a veg pot.

We want women to buy a multi-pack to share like they do a bottle of wine at the bar.

Proposition: Veg pots are a healthy way to enjoy lunch together again!

What is the right tone for the brand?

• Fun. Natural. Intelligent. Personal Conversation. Honest. Engaging.

• Innocent has a sense of homemade, warm and random humour.

Creative Thought Starters…

#LunchClub

#LunchClub#LunchClub offers a continuous conversation throughout the year and a reason for an emotional and multi-pack purchase.

• Lunch club is about bringing back and owning the lunch hour.

• Escaping the desk is good for office girls, mums and dieters to take social action and enjoy eating together again as part of a healthy lunch lifestyle.

• Social media, print, and on-pack multi-packs will be used to drive awareness.

• Encourage lunch clubs to either check-in or share their photos via Instagram, facebook and Twitter.

• Share videos via Vine on Twitter

#LunchClub

Twitter campaign

Recruit as many followers asPossible into you #lunchclub toDrive down a group discount onVeg Pots. 6= 60p off

Example:Who wants to join my @innocent #lunchclub?@spoonybear I’ll join your #lunchclub

Drives:• Engagement• Challenge• Advocacy• Store footfall.

Extension:#lunchdate for valentines & couples

Make a Scene!Brand and consumer interaction:

• Innocent to create their own vine shots wherefollowers can guess ( & RT for help) where the Veg Potis choosing to lunch on that day, for a chance to wina hamper of Veg Pots for the office.

• Audience to generate content on where and whothey are lunching with. The best videos win prizes.

THANK YOU!