The company admits it has not been one of the fastest adopters of digital advertising but is catching up, with campaign planning now centred on online media. Social media content and online community management are at the tip of the shift as the company looks to maximise the short 18 month timeframe it has with parents before their babies switch to solid foods.
Pinterest will be used to “visually” tout the quality of its foods to mums as the company looks to exploit the social network’s strong female user base. Meanwhile, Facebook and Twitter promotions are to be honed around sparking conversations between mums about healthy eating. Parents will receive targeted emails based on the content accessed on the Organix site, while an online recipe planner will soon allow visitors to download a shopping list of the ingredients.
The Maynard Malone created-plans take the lead from the beauty industry’s brand building, according to Organix, which has crafted “lucrative” experiences around linking at-home content to calls-to-purchase in-store. The business says, ultimately, it hopes to give shopper marketing a bigger slice of the mix by making information – both branded and peer-to-peer – readily accessible to shoppers when they are researching products at home or in-store.
Anna Rosier, managing director at Organix says the initiatives flow from efforts to “futureproof” its marketing over the last six months and improve return on investment. The food maker has pulled money from TV and other traditional channels to fund the move to what it claims are more efficient channels.
Early investments have already had an impact on sales, the business adds. Finger food sales jumped 16 per cent for the year to April, while its “Goodies” range, which accounts for a significant proportion of business, climbed 2 per cent.
Rosier adds: “Traditional marketing is not as effective as it once was. We’re focused on making that connection between the at-home content we produce and how we operate in-stores. We want to be able give the brand more credibility on-shelf and believe the way to do that is digitally.