A viral advert, dubbed ‘Adland Girl’ (see above), is spearheading the £2m push with LowLow claiming it is a “send-up” of those efforts from rivals it believes only tell women how they should look and what they should eat to look a certain way.
The tongue-in-cheek approach is being extended to print adverts and idents around Channel 5’s ‘Once Upon a Time’ drama series with LowLow introducing new taglines including ‘Real Girls are never Perfect, Perfect Girls are Never Real’.
The dairy brand is hoping the activity can generate buzz among 25 to 40-year-old women in a bid to convert them into advocates via its recently refreshed Facebook page. LowLow claims the the brand’s advocates will be used to crowdsource ideas for new products from 2014.
Alison Lees, senior brand manager at LowLow says it does not “consider itself a diet brand” and aims to “encourage women everywhere to have a great relationship with food”.
She adds: “We don’t have huge brand awareness in the UK so it was important that we went with an approach that would immediately get people talking. Cheese is seen as an indulgent category because of the fat it contains, but we want to show that LowLow is something you don’t have to compromise or feel guilty about.”
Sampling will also play a key role with Milward Brown data from 2012 revealing 60 per cent of consumers who trialled the cheese went on to buy the product. LowLow expects to reach 85 per cent of its target market of ABC1 women in the UK through upcoming activity.
It signals a step change, which has focused on more rational messaging in previous campaigns as the brand looks to pounce on sales opportunities spawned from consumer demand for more healthier products.
Kerry Foods is expecting the investment to ultimately boost group sales, which jumped 10.3 per cent to €5.8bn (£4.9bn) in 2012.