Foodcorp/Design Indaba Creative Briefs

 Foodcorp/Design Indaba Creative Briefs CLIENT: BRIEF NAME: BRIEFING DATE: REQUIRED: BUDGET: Foodcorp OUMA Rusks Written brief • Creative big idea -­‐ Thinking/strategy explained -­‐ Visual execution • Visual and/or auditory execution of creative idea across a range of different mediums; -­‐ ATL (TV, outdoor, radio) -­‐ BTL (packaging (within current parameters), in-­‐store POS, promotion) • Packaging: revamp/blue sky N/A BACKGROUND: Ouma is an iconic South African brand synonymous with biltong and Mrs Ball’s Chutney. It all began in the year 1939 in the small Eastern Cape town of Molteno. The effects of the Great Depression had brought many communities to their knees. It was at this time that Ouma Greyvensteyn and her friends attended a church meeting where ways in which to help mission work were discussed. Like in the gospel, the women were given half-­‐a-­‐crown each to use their talents to generate income with which to further mission work. Using just one half-­‐crown, her time-­‐honoured family recipe and her home cooking talents, Ouma Greyvensteyn baked her rusks to sheer perfection. She sold her rusks to the visiting farmers’ wives in the community and within days, orders were pouring in for Ouma’s delicious rusks. And so from these humble beginnings of a half crown venture, Ouma emerged as South Africa’s most famous baker. Orders were soon received from as far a field as Johannesburg and Ouma’s husband, Thys, became known as Thys Beskuitjies amongst the locals of the Stormberg. Incidentally he also held the position of Mayor of Molteno for 21 years. Ouma Greyvensteyn remained personally involved in the operation for many years. She was a remarkable person who since her younger years had actively participated in Molteno’s cultural and art activities. Her dream of a large rusk factory with oven chimneys seen against the horizon later became a reality and today, having expanded extensively from its humble beginnings, the Ouma factory is still situated on the farm Friedenheim, just outside Molteno, currently employing around 100 full time staff, working 24 hours a day in three 8-­‐hour shifts. Though Ouma Greyvensteyn lived to the ripe old age of 98 and passed away in 1989, her name lives on in thousands of households. Ouma is a true South African icon, it is adored locally and eagerly sought after by South Africans living abroad, Ouma Rusks are so entrenched in our national culture that in another 60 years we will probably still be saying: “Dip ‘n Ouma, dip ‘n Ouma.” Consumers have many more choices today than they had a few years ago as a result of the introduction of muffins, health energy count lines like jungle bars and the like, and as a result although Ouma (rusks) is top of mind when consumers are questioned specifically about the rusk category, they are not top of mind at a broader level. This is because Ouma currently dominates the relatively small rusk category (valued at nearly R300 million) compared with, for example biscuits, which is valued well ahead of R2 billion. We need to bring Ouma back into South Africans’ lives every day. Foodcorp/Design Indaba Creative Briefs Ouma range includes the following: BUSINESS CHALLENGE • Our challenge is to build top of mind awareness. • To ensure that South Africans consider Ouma rusks as the perfect way to fill the morning gap every day. • Overcome seasonality – although Ouma is closely associated with hot beverages (perhaps as a result of the “Dip ‘n Ouma” campaign of old) the sales of which are not overly seasonal, our sales peak in winter. • Communication must be relevant to South Africans’ lives. ADVERTISING/COMMUNICATION OBJECTIVES • Awareness: Ouma dominates the Rusk category and is the most familiar brand of rusks even amongst non-­‐
users; the challenge is to make rusks more top of mind, as it is a typical South African product. • Drive consideration: “Ouma is the best way to fill the gap with all hot beverages when I wake up in the morning.” • Purchase behaviour. Foodcorp/Design Indaba Creative Briefs •
Ouma should be on everyone’s shopping list. Ouma Rusks are a necessity like coffee and/or tea is for the grocery cupboard. Ouma communication must be relevant and appeal to all South Africans, whilst leveraging the strength of Ouma’s heritage. COMPETITIVE SET • Primary: Bokomo and DOB Rusks, Tuisnywerheid gebak and other gap fills that are ‘dunkable’. • Bokomo partnered Douwe Egbert coffee with the message that Bokomo Rusks are delicious for breakfast or late night snacks, and are perfect for crunching or dunking into your favourite hot drink. Ouma also competes with a broader range of products including biscuits, breakfast bars, and even bread (some of our consumers start their day with a cup of coffee and a few slices of bread). TARGET AUDIENCE • Working females with a family • Age 24-­‐49 • Our consumers are currently more affluent falling into the higher LSM 7-­‐9 but this is as a result of a price barrier with the entry price into this brand being at around R17, which is costly when compared to, for example muffins, which can be bought in singles, breakfast bars, bread etc. • Our consumers have a traditionalist mindset. Their traditions and values are important to them. • They have a strong sense of community. • In terms of race, research tells us there are four black consumers for every one white Ouma rusk user. Although we are over represented amongst white consumers and well under-­‐represented amongst black consumers relative to the population profile. It is important not to confuse our target audience with our brand identity, which is for obvious reasons explained in the background as white and Afrikaans. INSIGHT • In a plastic, fast-­‐paced world, I want to remain in touch with my traditions and values, so I am looking for brands that provide this in a unique and authentic South African way. Consumer quote: “If I was overseas I would want someone, if they send me a package, to send me Ouma rusks in my package. Ja it's like Mrs Ball’s Chutney.” • Ouma makes you feel content and at peace with yourself. It gives a homely feeling and a sense of security and belonging (family & tradition). Ouma’s heritage, which is steeped in Afrikaans history and tradition, does not cause negativity towards the brand. There is overall buy-­‐in to the message created by Ouma Greyvensteyn because she was resourceful (entrepreneurial) and cared for the community by creating employment. • Although Ouma is mostly eaten in the morning (early breakfast snack) it is also eaten at other times throughout the day, mostly at home. • Dipping is very much part of the Ouma (rusk) ritual. In one study it was found that 58% dipped their rusk, whilst 38% actually soaked their rusk in tea/coffee. Only 9% enjoy their rusks dry. WHAT WE WANT THEM TO DO We want our target audience to wake up to an Ouma every morning. Foodcorp/Design Indaba Creative Briefs Foodcorp/Design Indaba Creative Briefs