Claudi & Fin, the better-for-you frozen yogurt brand, has taken a step away from its usual marketing fare by launching an online video campaign that brings its lollies to life. We spoke to co-founder Meriel Kehoe about the campaign, and what she hopes it will achieve.
Which channels will they appear on and for how long will the video campaign run?
The channels are Facebook and Instagram because both these channels are extremely popular with our target audience of parents. Four-fifths of mums with accounts on these platforms log on at least once a day and more and more blue chip companies are recognising the power of social media and increasing spend significantly in these areas. Our campaign will run across two months, July and August, capitalising on our peak selling season.
How is this new campaign a departure from what Claudi & Fin has done previously?
Until now, we’ve focused our energies on experiential campaigns and using digital and printed vouchers to incentivise trial, as well as PR. Although we’ve been actively growing our audience on social media since we launched, this is the first brand awareness advertising we’ve done and we’re very excited to see the characters that feature on our packaging brought to life for the very first time. We believe the slightly cheeky content of the adverts will resonate with parents who have grown tired of the straight-sell.
What are you hoping will come of it? Are you expecting to see a significant uplift in sales?
This campaign will put our brand in front of a potential audience of 4 million people and will be highly geographically targeted towards customers within close proximity of one of our stockists. We hope that this increase in brand awareness and an increased knowledge of our key selling points – our 100% natural ingredients, added vitamin D and low calories – will result in a sales uplift of around 10-20%.
As for the videos themselves – did you work with an agency, and what was the thinking behind them?
We worked with digital agency Prescription on these videos and the brief was to produce engaging, playful, informative and, crucially, shareable content. By bringing alive the characters from our packaging and putting them in slightly unusual situations (one of the videos, for example, features our lollies on lilos in the middle of a swimming pool, soaking up rays) we hope to engage parents, make them laugh and get them to fall in love with the brand. The characters, Claudi & Fin, have a cheeky, child-like humour that we believe will really resonate with parents of young children.
How do you think you’ve reconciled wanting to appeal to children with needing to appeal to adults?
Because we’ve chosen animation to bring the characters from our packaging to life, the medium automatically appeals to children. Nothing, in our view, works better than animation to convey the message to a child that this product is for you. The scripts, on the other hand, are much more likely to appeal to an adult’s sense of humour as well as delivering the key brand messages. We hope the resulting videos will capture the imagination of the audience no matter what their age.
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