Why 'fresh' tv campaigns won't grow sales

Every few years, grocers on both sides of the Tasman fire up a 'Fresh' television campaign. 

The lastest offering from woolworths is a nice modern take on the the traditional 'gate to plate' model where we see our food being lovingly grown and whisked at hyper speed to our local supermarket by happy, smiley farmers. 

The creative is fantastic but the mechanic won't actually work. 

Here's why. 

The television commericals will drive foot traffic but foot traffic isn't the problem. 

I've seen research where only one in four shoppers coming in the front door will shop produce. 

So customers either don't like what they see, don't like the price or aren't enjoying the store experience. Either way, these are supply chain and store operational issues, not marketing issues. 

Until you fix the product issue, conversion in store will continue to be an issue.

 

Pure Chocolatey Copywriting Genius

 

Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera. 
David Ogilvy 
  
I tend to agree so when breathtaking genius like the Whittaker's "Fair Enough" TVC comes along it makes me very, very happy. Take a look at the script:
  
 
Hello chocolate lovers

 

Because Whittaker’s is a New Zealand company

 
We like things to be fair

 

So when you hand over your hard-earned money for our chocolate

We make sure that you enjoy only the world’s finest ingredients

 

That’s fair

 

Being a New Zealand company we like to make our chocolate here and employ locals to do it

 

That seems fair too

 

So when we were given the opportunity to source ingredients that are guaranteed Fair Trade and reward the local farmers with a fair price

 

Well that definitely felt like the fair thing to do

 

Whittaker’s creamy milk fair trade chocolate from Andrew and Brian Whittaker

 

Fair enough too
 
 
View the TVC "Fair Enough" here   (sorry flash so can't embed)
Assignment Group, Wellington. If anyone knows who the copywriter is let me know and I'll add their deets.
 
  

Relevance, Interactivity & Accountability

Christopher Vollmer  wrote in the journal Strategy+Business. 

“Advertising has evolved from an interruption—grabbing attention for a product or brand—into an experience, an application, a service that the consumer actually wants. This new marketing model doesn’t shout; it listens and learns. And relevance, interactivity, and accountability are its essential ingredients.”

You can't push campaign through social communication tools. People will tune out. 

I know you can't make money that way under your existing structures. Both client and agency are struggling with this at the moment but struggle with it you must. 

You need to change your business model. There's no question about that. It's just a matter of being prepared to upskill yourself and apply the logic of the fragmented media reality to your business or organisation.

Madison Avenue legend Rosser Reeves (pictured) publicly boasted how one client spent $86,400,000 over the course of 10 years “on one piece of my copy.” 

Those days are over.