Iconic Australian Pie makers Four'N Twenty have come out with a new advertising and promotional campaign. 'The Salad Plate' campaign targets men directly, running A TVC and instore promotional pull strategy. History has proved that targeting men in their advertising has been successful, the question is, is the new campaign going to be enough?
The Advertising Strategy
As seen in the commercial (below), Four'N Twenty are clearly targeting men, once again with the use of tradesmen eating at their work site. What I like is that it is keeping in line with previous ads, maintaining the iconic 'tradey food' image. Building on previous ads a great way to develop momentum, much like the Cadbury 'what if world was cadbury' ads continue to do.
Promotional Strategy
Supporting the TVC is the promotional product, the 'salad plate' which is going to be sold at convenience stores to everyone who buys a Four.N Twenty pie. This 'pull strategy' creates extra value in purchasing a pie, like any additional offer (see Cadbury + Gold Class promo). In this instance there are a few unusual characteristics;
1. The plate must be purchased - Increases switching costs (compared to usual food purchase)
2. Consumer awareness is very high - More likely for people to want it
3. There are only 50,000 nation wide, making is a collectors item...kinda
Overall Strategy
Trying to leverage the TVC is a good idea, I like that their is a promotional product, 'gimicy' as it is, it does tie in well with the iconic Australian tradey, so in many ways it works. Will it actually get people to try the pies? I would think that this will have a word of mouth effect, showing off the salad plate at work would be a very blokey thing to do. I can imagine that it will be a 'must have' item for a lot of tradey's. Will it actual deliver long term return? I wouldn't have thought so. It will be gone as fast as it came.
Josh Strawczynski's Opinion
When this strategy was presented to head office, they came very close to canning it. In my opinion, they could have used the Ad spend a lot more effectivley, however, they have made a valiant effort to target their male tradey market, so the thought process was good.
Sam Berringer's Opinion
I would like to have seen a more interactive website, some social media application would also encourage a wider range of people to interact with the brand. Nice try guys, but might be time for a reload. Better luck next time.
Posts
