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Bonduelle 365

Loyalty program

Task

Bonduelle is already a leader in the competitive market of canned vegetables, but it is necessary to consolidate positions and increase loyalty and sales.

Challenge

The market is overflowing, so we need to find a way to prove, why consumers need to buy more

Our approach

The market leader is able to promote the entire category, so the RAM 360 Agency offered to change the culture of vegetable consumption. In Ukraine, it is three times lower than in Europe, so we need to teach people that vegetables “Bonduelle” - are tasty and useful.

We formulated this in one phrase: “Bonduelle: smakorysno!” (“Bonduelle: taste&useful”) and developed a long-term strategy, built on contests and prize-winning mechanics with the call: "Have you eaten vegetables?"

The communication included daily useful information about vegetables, inspirational recipes for delicious and useful vegetable dishes and master classes from eminent chefs

Integrated communication system was developed. It included: promotional site, TV, internet media, online promotional campaigns, contextual advertising, social networks (FB and VK), BTL-activities (consultations, tastings, retail promotions, shows / game activation, self-running promo), UN, DM-communication

Our approach

The market leader is able to promote the entire category, so the RAM 360 Agency offered to change the culture of vegetable consumption. In Ukraine, it is three times lower than in Europe, so we need to teach people that vegetables “Bonduelle” - are tasty and useful.

We formulated this in one phrase: “Bonduelle: smakorysno!” (“Bonduelle: taste&useful”) and developed a long-term strategy, built on contests and prize-winning mechanics with the call: "Have you eaten vegetables?"

The communication included daily useful information about vegetables, inspirational recipes for delicious and useful vegetable dishes and master classes from eminent chefs

Integrated communication system was developed. It included: promotional site, TV, internet media, online promotional campaigns, contextual advertising, social networks (FB and VK), BTL-activities (consultations, tastings, retail promotions, shows / game activation, self-running promo), UN, DM-communication




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