A point of view on Flora margarine..

‘Bringing the
sunshine back’
Some thinking for Flora.

December 2012

Sunday, 30 December 12

Why is this here?*
*Lots of junior planner types have asked,
over the years, about presentation
structure - this is meant as a means of
helping them.

ALSO:

*Yellow fats are the archetypal planning
‘problem’, away from more sexy products
and services. So - it’s fun to have a crack
at, given product heritage and consumer
behaviour.

FINALLY:

*I’ve purposefully not looked at too many
ads or competitor information beyond
desk research, as this is meant to show
how even simple desk research can lead to
an interesting positioning/brand idea.

What I’ve done:

Hung around Supermarkets for too long Conducted online conversation audits*

Read a lot Talked to my Mum

*not ‘proper’ ones

I’ve discovered
there are three
problems Flora
must overturn:

Business
Brand
Product

Premium pricing provides the market’s revenues

Revenues for the market are
driven by value sales.

People are buying less, but are
spending more; Lurpak has been
the main beneﬁciary.

This ‘indulgent’ behaviour has
been inﬂuenced by the
recession.


Indulgence, not health, is the core driver of this

Though 93% claim they buy for health
reasons, sales of health focused products
have fallen.

Despite this, the majority of new spread
product launches are health-focused, and
they’re on the rise.


Indulgence, not health, is the core driver of this

Though 93% claim they buy for health
reasons, sales of health focused products
have fallen.

Despite this, the majority of new spread
product launches are health-focused, and
they’re on the rise.

This is at odds with taste-led culture;
markedly, Lurpak’s value growth has been
twice that of Flora’s.


d ‘value race’.
ndulge nce-le
tc ompete in an i
Flora canno
d it. iness so lution.
No r shoul provid e a bus
lume sa les can
Fo cusin g on vo ents.
arget tw o segm
ally, it s hould t
Speciﬁc


Young families and older people offer a clear opportunity

Yellow fat buyers

59.85m
people
UK Population

buy
yellow
fats
(95% of
UK pop)

17.29m
55+s

7.6m
25-34’s

Future segments


Yellow fat buyers
Future growth

59.85m
people
UK Population

buy
yellow
fats
(95% of
2m new
UK pop)

5m new
families 17.29m
55+s

7.6m
25-34’s

Future segments


Yellow fat buyers
Future growth
The future growth in these two segments
offers an opportunity for Flora as heavy usage
declines across the sector.
59.85m
people Given lifestage/s, both have a real need to
UK Population

buy
yellow
fats
respond to its core health messaging and
(95% of
UK pop)
2m new consume more.

5m new However, given the market’s premium tastes,
families 17.29m
55+s both media spend and nuanced product
7.6m
25-34’s
messaging are vital in order to break the
‘value cycle’.
Future segments

Business: Brand:
Increase volume (not
value) amongst
growing, receptive
consumer segments

Product:


Flora’s (and the margarine category’s) fortunes are
irrevocably tied to health beneﬁts

1964: 1990’s - 2000’s:

Flora created in response Scandal over the amount of
to Doctors’ health concerns trans-fats in Margarine -
over Butter’s fat content Flora removes them.


Flora’s (and the margarine category’s) fortunes are
irrevocably tied to health beneﬁts

1964: 1990’s - 2000’s: 2006 - Present

Flora created in response Scandal over the amount of Butter v Margarine debate
to Doctors’ health concerns trans-fats in Margarine - is ongoing. No one clear
over Butter’s fat content Flora removes them. viewpoint.


This has left the brand’s messaging confused

1964 - 1990’s 1990’s - 2000’s

Flora launches with health- ‘Heart health’ becomes a key pillar,
led messaging, the ﬁrst to targeted at older consumers.
make such claims. Sponsors London Marathon.


This has left the brand’s messaging confused

1964 - 1990’s 1990’s - 2000’s 2007 - Present

Flora launches with health- ‘Heart health’ becomes a key pillar, Ends Marathon
led messaging, the ﬁrst to targeted at older consumers. sponsorship. Mixed
make such claims. Sponsors London Marathon. messaging/promotions.


But Flora is still the most trusted brand in the category
TRUSTED

Lurpak
Benecol

INDULGENCE HEALTH
Clover

Country Life Anchor

UNTRUSTWORTHY


But Flora is still the most trusted brand in the category
TRUSTED

Flora
Lurpak
Benecol

INDULGENCE HEALTH
Clover

Country Life Anchor

UNTRUSTWORTHY


And its history gives it the authority to talk about health

Made in response to Multiple variants, Historic, long-term
Doctors & a wider each with different sponsorship of the
health agenda health beneﬁts London Marathon


But needs to move from talking about health to
demonstrating healthy beneﬁts

•cholesterol

Of the competition, Sales of healthy
the majority of NPD spreads fell by 6%
is health-focused from 2009-11.


But needs to move from talking about health to
demonstrating healthy beneﬁts

•cholesterol

Of the competition, Sales of healthy Barclays has seen a 49%
the majority of NPD spreads fell by 6% increase in awareness since
is health-focused from 2009-11. sponsoring London’s bikes.


Brand:
Business: Move from talking
Increase volume (not about health in
value) amongst abstract terms to
growing, receptive demonstrating its
consumer segments beneﬁts

Product:


Beyond Flora’s colour scheme, most SKUs aren’t
sufﬁciently differentiated

Product claim similarity O/L, butter & spreads mixed together


And the new formula spread is eroding trust in the brand


Flora must learn from other household favourites

Heinz: Weetabix:

Changed its formats to Moving from multiple
suit modern product usage (and
consumption habits, SKUs); refocusing upon
along with marketing the masterbrand
limited edition/s via positioning - ‘Fuel for
social media Big Days’

PG Tips: Walkers:

Borrowed from a Switched its focus from
beloved household new variants to
property and brought highlighting new usage
newly modernised brand occasions for crisps -
values back pairing with sandwiches



Heinz:

Changed its formats to
suit modern
consumption habits,
along with marketing
limited edition/s via
social media

PG Tips: Walkers:




Heinz:
Moving from multiple
Changed its formats to
suit modern product usage (and SKUs);
consumption habits, refocusing upon a
along with marketing
limited edition/s via
masterbrand positioning
social media

PG Tips: Walkers:



Using a central brand message to reassert core values

Healthy Ingredients Healthy Beneﬁts

Need Satisﬁer Occasion Creator

Promotion-Led Brand-Led

Passivity Activity


Brand:
consumer segments beneﬁts

Product:
Return focus to
meaningful, core
product attributes


Brand:
Before we can value) amongst abstract terms to
establish a consumer segments beneﬁts

positioning, we ?
must look at Product:
what’s Return focus to
meaningful core
happening product attributes

culturally:


The positioning must respond to a clear cultural shift
that will change the dynamics of the category

For the ﬁrst time ever, more people are forecast to die from obesity than malnourishment.



The UK has the highest percentage of obese women in Europe. It’s forecast to double by 2030.



For the ﬁrst time ever, more people will

3/10 boys and girls are classiﬁed as obese - yet the government has removed child exercise targets.



People are doing something about it. On their own. Athletics and cycling are both on the rise.



Technology now allows these ‘individual’ pursuits to be shared and socialised.



However, studies have found that weight is only lost when groups of friends/family commit to it.


Brand:
This cultural growing, receptive
consumer segments
demonstrating its
beneﬁts
shift leads us to
Flora spreads health
a motivating
positioning: Product:
Return focus to
meaningful core
product attributes


This positioning can lead to Flora disrupting the
category and differentiating itself

No brand in the category has yet allied health claims to group exercise.


‘Flora Spreads Health’

Flora is committed to heart health in all its forms. Whether it’s running, cycling or
swimming, Flora will help you do the best you can.

In order to do that, Flora’s selected a series of exercise champions up and down the
country. They’ll be organising events near you, and they’re for everyone; whether
they’re your friends, children or grandparents.

But it doesn’t end there. Flora wants you to nominate an exercise champion
from your area - whether they are a regular running/cycling club member or just
someone who’s made a big difference to you.

By partnering with Sport England and the British Heart Foundation, Flora won’t stop
until the UK’s heart health is the best it’s ever been.


The thinking behind ‘Flora Spreads Health’

Brand Platform Flora Spreads Health

Brand Promise To make the healthiest spreads and oils in order to help people continue to live ﬁt
and healthy lives. Flora can improve your diet and that of those around you

Brand Purpose Flora is committed to life-long heart health,helping you to live longer, whoever you are.
Flora’s products help by making regular meals that little bit healthier

Sociable Inclusive, Outgoing, Open

Brand Values Caring Thoughtful, Considerate, Engaged
Optimistic Approachable, Friendly, Cheerful

Tailoring communications by segment - Young families
INFORM INSPIRE ESTABLISH ENERGISE


Use relevant
Partner with the
celebrity
Cycle to Work
spokespeople’s
scheme, offering
JAN - MAR social channels -
range on-pack
pictured running
awareness/
with ‘Flora jackets’ -
promotions
teaser content


Use relevant
Partner with the
celebrity
Cycle to Work
spokespeople’s
scheme, offering
range on-pack
pictured running
awareness/
promotions
teaser content
Roll out exercise Get celebrity
Increase social Announce partnership
messaging spokespeople to
media activity with the BHF & Sport
throughout the map their favourite
amongst those England. Launch
APR - JUN range / in-store - running/cycling
celebs likely to exercise print ads, for
sending a lid will running/cycle clubs + routes (and food to
resonate with young
enter you into a GPs surgeries eat before and
families
5K/10K after)


Use relevant
Partner with the
celebrity
Cycle to Work
spokespeople’s
scheme, offering
range on-pack
pictured running
awareness/
promotions
teaser content
resonate with young
families
5K/10K after)

Print codes on Invite those
Put on a Flora
each pack of interested/selected
‘Daylight Saving’ 10k
Flora for free participants for some
in cities around the
JUL - DEC pre-10k training with
celeb endorsed UK on October 27th,
exercise regime pro coaches/
with a different
(theme by SKU) dieticians. Give them
celebrity at each.
yellow Flora jackets


Use relevant
Partner with the
celebrity
Cycle to Work
spokespeople’s
scheme, offering
range on-pack
pictured running
awareness/
promotions
teaser content
resonate with young
families
5K/10K after)

Print codes on Invite those
Put on a Flora
each pack of interested/selected
‘Daylight Saving’ 10k
Flora for free participants for some
JUL - DEC pre-10k training with
exercise regime pro coaches/
with a different
(theme by SKU) dieticians. Give them
celebrity at each.

Host regular events Weighted ATL
Set up ‘Got Flora,
around key cultural spend throughout
Go Further’ on and
2014 moments (a rival to key cultural
ofﬂine clubs,
ONWARDS the London moments. Pushed
partnering with
Marathon, post New mobile content at
FitBit
Years) these times.


Tailoring communications by segment - Older couples


Tactical print ads
Use relevant
Use Pro-Activ emphasising Flora’s
celebrity
packs to appeal to commitment to heart
spokespeople in
JAN - MAR an older audience health & exercise
lifestyle press,
about new heart across the range
teasing the activity/
exercise intiative ahead of the London
events
Marathon


Tactical print ads
Use relevant
celebrity
spokespeople in
lifestyle press,
events
Marathon
Roll out exercise
messaging Announce partnership
with the BHF & Sport
throughout the
England. Launch
APR - JUN range / in-store -
exercise print ads, for
sending a lid will running/cycle clubs +
enter you into a GPs surgeries
5K/10K


Tactical print ads
Use relevant
celebrity
spokespeople in
lifestyle press,
events
Marathon
Roll out exercise
throughout the
England. Launch
5K/10K

Invite those Run ‘Flora takes
Put on a Flora you further’ TV ad/s
interested/selected
‘Daylight Saving’ 10k across the summer,
participants for some
JUL - DEC pre-10k training with weighting it for
UK on October 27th, Autumn/whenever
pro coaches/
with a different usage occasions
dieticians. Give them
celebrity at each. are greatest


Tactical print ads
Use relevant
celebrity
spokespeople in
lifestyle press,
events
Marathon
Roll out exercise
throughout the
England. Launch
5K/10K

Put on a Flora you further’ TV ad/s
interested/selected
‘Daylight Saving’ 10k across the summer,
participants for some
UK on October 27th, Autumn/whenever
pro coaches/
with a different usage occasions
dieticians. Give them
celebrity at each. are greatest
Produce special
Host regular events
edition spreads/ Set up ‘Got Flora,
around key cultural Weighted ATL
packaging, Go Further’ on and
2014 moments (a rival to spend throughout
formulated for ofﬂine clubs,
ONWARDS the London key cultural
different exercise partnering with
Marathon, post New moments.
(cycling, running FitBit
Years)
etc)

Socialising key elements of Flora’s communications:
Tactical print ads
Use Pro-Activ & Partner with the
emphasising Flora’s
Flora’s SM to Use relevant Cycle to Work
commitment to heart
appeal to celebrity scheme, offering
JAN - MAR health & exercise
audience about spokespeople in range on-pack
across the range
new heart trade titles/SM awareness/
ahead of the London
exercise intiative promotions
Marathon
resonate with young
families
5K/10K after)

Print codes on
each pack of
Flora for free
JUL - DEC celeb endorsed
exercise regime
(theme by SKU)

Produce special
edition spreads/
packaging,
formulated for
different exercise
(cycling, running
Years) these times.
etc)

Socialising key elements of Flora’s communications:
Tactical print ads
Use Pro-Activ & Partner with the
emphasising Flora’s
Flora’s SM to Use relevant Cycle to Work
commitment to heart
appeal to celebrity scheme, offering
JAN - MAR health & exercise
audience about spokespeople in range on-pack
across the range
new heart trade titles/SM awareness/
ahead of the London
exercise intiative promotions
Marathon
resonate with young
families
5K/10K after)

Print codes on Put on a Flora
interested/selected you further’ TV ad/s
each pack of ‘Daylight Saving’ 10k
participants for some across the summer,
Flora for free in cities around the
pro coaches/ Autumn/whenever
exercise regime with a different
dieticians. Give them usage occasions
(theme by SKU) celebrity at each.
yellow Flora jackets are greatest

Produce special
edition spreads/ Set up ‘Got Flora,
packaging, Go Further’ on and
formulated for ofﬂine clubs,
different exercise partnering with
(cycling, running FitBit
Years) these times.
etc)

Focusing messaging by segment
Primary role for communication:

‘Mobilise family exercise, facilitating time outdoors’

Young Families
(25-34)

‘Provide a motivating means of monitoring heart health’

Older Couples
(55+)

Weighting activity by segment
Channel activity:
Advertising 25%

PR & Partnerships 25%

Retail 30%

Social Media 15%

Mobile 5%
Young Families
(25-34)

Advertising 10%

PR & Partnerships 40%

Retail 40%

Social Media 5%

Mobile 5%
Older Couples
(55+)

Following ten key principles
HEALTH BASED MARKETING BY ITSELF IS NOT ENOUGH
1. Flora’s brand is based upon ‘heart health’, but obesity rates indicate it’s not enough to just tell people
2. Communications must always demonstrate the dual benefits of both exercising and eating Flora
3. People will not easily respond to activity aimed at them alone. Spend must be prioritised towards groups

ESTABLISH A NEW ‘PUBLISHING MODEL’ FOR MARKETING
4. Everything is media
5. Unpaid media is as (if not more) important as paid media
6. Listening is as important as doing

BE THE CHANGE YOU WANT TO SEE IN THE WORLD
7. Educate & inspire in equal measure
8. Internal behaviour change is as important as external communications - bring it to life yourself
9. Go beyond a campaign; to see the benefits from healthy living and exercising, you’ve got to be in it for the long haul
10. ‘Make friends to influence people’ - brands and government bodies involved with exercise will legitimise your activity

Measuring the right metrics



Young Families
(25-34)

1. Online panels (pre & post) with a mixture of
loyalists/range buyers in the age range.

2. Sales uplift v.s. previous promotional activity
(e.g. Kinect giveaway).

3. Societal measures (to be agreed with BHF, but
tentatively - cholesterol as a factor in heart
attacks pre/post).

4. Database acquisitions v.s. historical activity

5. Shares of activity/event attendance over time.



Young Families Older Couples
(25-34) (55+)

1. Online panels (pre & post) with a mixture of 1. Online panels (pre & post) with a mixture of
loyalists/range buyers in the age range. loyalists/range buyers in the age range.

2. Sales uplift v.s. previous promotional activity 2. Sales uplift v.s. previous promotional activity
(e.g. Kinect giveaway). (e.g. Kinect giveaway) for 55+s

3. Societal measures (to be agreed with BHF, but 3. Societal measures (to be agreed with BHF, but
tentatively - cholesterol as a factor in heart tentatively - cholesterol as a factor in heart
attacks pre/post). attacks pre/post).

4. Database acquisitions v.s. historical activity 4. Brand tracking scores v.s. historic marathon
activity
5. Shares of activity/event attendance over time.


Now - write your own. What would you do?

A point of view on Flora margarine..

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A point of view on Flora margarine..