Silver Fern Farms' Innovative New Digital Campaign a First for the Red Meat Category
Mon, 28/03/2011 9:05:00 a.m.
Silver Fern Farms has launched an innovative new digital media strategy this week targeting consumers looking for inspiring yet simple and convenient new recipe ideas for lamb and venison with an international twist.
An extension of the company’s well recognised television commercial, the new integrated campaign aims to deliver easy, mouth-watering lamb and venison recipes, helpful hints, tips and videos to New Zealand consumers when and where they need them.
Silver Fern Farms Group Marketing Manager, Sharon Angus, said that the new campaign was the result of extensive research into the needs and consumption habits of Silver Fern Farms’ target consumers.
“Developing creative product innovation and marketing strategies based on consumer insights and future foresights is the cornerstone of success for any major food company” says Ms Angus. While the approach is not a new one for progressive FMCG companies, the red meat industry, both in New Zealand but also globally has been slow to develop such capabilities and as a result the category hasn’t evolved significantly. “We’re really proud to be bringing an exciting and different dimension to the category and to be using the latest digital technology to communicate with our customers”.
Silver Fern Farms pre-packed range launched in November 2009, took a range of New Zealand’s top quality lamb and venison cuts, formerly only found in premium restaurants, and made them available to NZ consumers.
Silver Fern Farms has identified that their sophisticated demographic, described as ‘Trendsetters’, ‘House-proud’, and ‘Entertainers”, value ‘tasty and unique cuts’ and ‘inspiring recipes’ and are heavy users of online and mobile technologies.
So now, in addition to bringing the best cuts to New Zealand consumers, Silver Fern Farms is also bringing the best easy and simple recipes from around the world.
“Silver Fern Farms’ buyers are keen to build their know-how and our new campaign aims to help develop their skills and confidence when it comes to preparing and cooking red meat, and deciding what to serve with it and how to serve it” says Ms Angus. “Providing both tasty and timely meal ideas and useful tips that increase their understanding of seasonal trends and ethnic styles is all part of empowering them to create a perfect lamb or venison experience.”
At the heart of the exciting new digital campaign is the company’s new consumer-focused website, bestcutsbestrecipes.co.nz, where consumers can explore a world of inspiration, have shopping lists sent to their mobile phones, share recipes with friends and family via social media sites like Facebook and Twitter, and sign up for irresistible recipe ideas emailed each month. Silver Fern Farms will continue to inspire consumers while they shop with novel, interactive advertising and promotion at supermarket entrances plus sampling and additional recipe ideas available in store.
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