ALL-BRAN BUDDIES
ADVERTISING, MEDIA TRACKING AND STRATEGY
At the start of 2021…
Problem Statement: All-Bran as a brand had been declining for several years with no media support for the brand since 2017
Business Objective: To stabilize the negative trajectory on All-Bran Buds from historically significant declines to align with the stabilized adult RTEC* category. (growth is flat)
Behavioural Opportunity: Get more consumers to choose All-Bran Buds because they know that eating Buds everyday will give them peace of mind that they have taken active steps to manage their heart health.
Behavioural Insight: Currently consumers see All-Bran as a regularity solution only. They are not aware that All-Bran can help lower their cholesterol as well. To consumers, All-Bran is brown, bland and boring.
All-Bran brand success is most dependent on the success of the All-Bran Buds product. Buds account for 51% of total brand GSV, and 79% of brand profit (GP $)
Consumer Targeting
Adults 50+
The creative asset had to be developed cost efficiently while still appealing to the brand’s core consumer.
Results from quantitative testing among Adults showed the strongest Household Penetration and Buy Rate among Middle-age to Senior Couples. Research also showed an opportunity to address senior singles and older bustling families given growth in buy rates within these groups.
Following with qualitative testing, this group supported a trend that suggested the need for increased levity and humour in their brand choices. Increasing both these characteristics in All-bran branding would prove to improve appeal significantly.
concept
Explored ideas that brought the food to life infusing the brand with fresh levity, excitement, and humour. Simultaneously, we needed a concept simple enough to retain the brand credibility associated with health benefits.
Introducing, the All-Bran Buddies.
Feedback showed favourable results in terms of both purchase intent and relevance, two of the most important metrics among ad testing. Additionally, the established communication hierarchy was received clearly and colours tested positively among attention/mood metrics.
Communication Hierarchy
Brand Packaging
Characters
Food Imagery
Copy (Health Benefits)
Market Results
Advertising effectiveness was also proven through in-market results leading into 2022 and 2023.
$ Volume % Chg
Jan - Mar 2022
Recognition
Relevance
Purchase Intent
15s EN AD
15%
3.6
3.9
Industry Norm
12%
3.2
3.4
