{"id":700,"date":"2018-01-09T14:26:51","date_gmt":"2018-01-09T12:26:51","guid":{"rendered":"http:\/\/2017.liberty.ua?p=700"},"modified":"2018-01-09T14:30:29","modified_gmt":"2018-01-09T12:30:29","slug":"grain","status":"publish","type":"post","link":"https:\/\/liberty.ua\/en\/library\/pr-campaigns\/grain\/","title":{"rendered":"Grain: Harvest the Energy"},"content":{"rendered":"<p><strong>Wheat Foods Council (WFC)<\/strong><br \/>\ntogether with the Fleischman-Htllard agency<br \/>\nSilver Anvil Award for 2000<\/p>\n<p><strong>Overview<\/strong><br \/>\nThe cereal industry was going through a difficult time. A flood of publications recommending a protein-rich diet cast products such as bread, breakfast cereals and pasta as \"carbohydrate demons\", leading to declining sales and a four-pound drop in per capita consumption of flour products in just one year. There was good news, too. Consumers viewed grain as a healthy, energy-providing product. The industry's long-term success depended on translating consumers' positive attitudes toward grain into specific products and making them easier to identify at the point of purchase. The Wheat Foods Council (WFC) decided to work with Fleischman-Hillard PR to bring together a group of grain producers, develop a label that would help consumers identify grain products in the supermarket, and test the label using an integrated communications programme that would highlight the undeniable health benefits of grain and balance the message of a protein diet. The pilot project in Memphis, Tennessee, repositioned an entire product category, created a memorable mark and demonstrated success in preparation for a nationwide programme.<\/p>\n<p><strong>Research.<\/strong><br \/>\nCereal producers needed their own mark.<\/p>\n<ul>\n<li>According to a 1999 Gallup poll, consumers are aware that grain products are healthy and believe that they provide energy (84%), but have difficulty associating the image of a grain product with a specific product, such as bread, breakfast cereal or pasta.<\/li>\n<li>Additionally, Gallup's 1998 research showed that more than half of consumers (58%) would eat more cereal products if there were labels that clearly identified them.<\/li>\n<li>In addition, a trend study conducted in 1997 by the American Dietetic Association The American Dietetic Association's 1997 trend study showed that consumers are uncertain about what they should and should not eat.<\/li>\n<li>Media support for high-protein diets, expressed in articles against grain products, increased by 55% from 1996 to 1999.<\/li>\n<li>Recognising the success of the industry's \"5 times a day\" advertising campaign and knowing that the California Milk Producers Chamber credits the Buy Milk programme with slowing the annual decline in sales from 4 to 3%, WFC decided that its industry advocacy campaign to introduce the insignia would help consumers easily identify and purchase more nutritious grain-based products.<\/li>\n<\/ul>\n<p>To ensure the benefits of the identification programme and to test the initial concept, WFC undertook several analytical studies.<br \/>\nConsumer focus groups. A series of focus groups conducted across the country confirmed that consumers viewed grain products in a positive light, but had difficulty identifying specific products.<br \/>\nFocus groups to define the distinctive mark and message. A second series of focus groups helped to determine what the distinctive mark and slogan should be. The WFC concluded that the message \"Grain harvest energy\" clearly associated grain with energy, a very popular commodity in today's time-poor world. In addition, the word \"harvest\" evoked the \"natural\" image of grain. The triangular design evoked a food pyramid and emphasised the location of the grain at the base of the pyramid.<br \/>\nMarket simulation: To understand how the distinctive mark would affect consumer behaviour, a market simulation test was conducted with consumers in Atlanta, Kansas City and Alameda County, California. The test showed that the market share of cereal products with the distinctive mark, combined with moderate promotional efforts, increased by 23% compared to similar brands without the distinctive mark. This growth led to a 7.7% increase in the market share of all cereal products at the expense of other food categories. Consumer education proved to be the most important, as sales of labelled products without proper information support remained unchanged. According to the pre- and post-store surveys, the majority of customers believed that the message \"Grain: Harvest Energy\" was believable (96%), important (94%) and convincing (74%).<\/p>\n<p><strong>Planning<\/strong><br \/>\nWith a budget of $160,000 and the support of six leading grain producers, the coalition took the first steps of a national programme in Memphis, Tennessee.<\/p>\n<p><strong>Programme objectives<\/strong><\/p>\n<ul>\n<li>To inform female consumers aged 25-54 that the mark is an identifier of high-calorie, low-fat cereal products.<\/li>\n<li>Increase sales of cereal products in supermarkets.<\/li>\n<li>To support the industry and participate in the national programme for the introduction of the identification mark, having determined its significance.<\/li>\n<\/ul>\n<p><strong>Programme strategy<\/strong><\/p>\n<ul>\n<li>Team up with Kroger and major cereal producers to conduct a three-month pilot programme to introduce the identity mark.<\/li>\n<li>Use as many channels as possible to spread the word about the mark: advertising, point-of-sale marketing, radio promotion and regional programmes targeting local consumers.<\/li>\n<li>\u00a0Develop a plan that can be implemented on a national scale.<\/li>\n<li>Use the theme \"Grain: harvest energy\" to position grain products as a response to the energy crisis among consumers, and the sign as a tool for identifying grain products for optimal nutrition.<\/li>\n<\/ul>\n<p><strong>Implementation<\/strong><\/p>\n<ul>\n<li>Kroger and six of the industry's largest companies teamed up to put the mark on the packaging of 40 cereal products. Using the slogan \"Grain: Harvest Energy\" to help consumers identify grain products more easily, we employed cost-effective, integrated messaging tactics and attacked the target audience from multiple angles.<\/li>\n<li>Media programme \"Just Set a Record\"\/Seminars in fitness clubs. Following the initial media programme, which introduced the mark to consumers in Memphis as a tool for making healthy food choices, The Council invited marathon runner Heather Heath and Dr Carol Mitchell of the Memphis Dietetic Association to present the project at a local fitness club to generate media interest in the label and to inform those who are closely monitoring their diets. Information materials were distributed to managers of local fitness clubs who often advise consumers on diet and nutrition. The total number of contacts achieved through television, radio and the press in the first phase was 1,276610, meaning that the message reached every adult in Memphis three times.<\/li>\n<li>In-store merchandising programme \"Better eating starts here\". Point-of-sale materials, including eye-catching signs, informational tear-off notebooks and fridge stickers, were placed in Kroger grocery stores next to the products labelled with the sign. During the programme, people were stationed near the cash registers to help customers pack their purchases in branded bags.<\/li>\n<li>Promoting healthy eating in radio talk shows. A local talk show dedicated to health and nutrition, competitions for the best knowledge of well-known information about grain, and sponsorship of radio programmes all helped to maintain consumers' interest in the identity mark, and not just through visual means.<\/li>\n<li>March of Dimes\/Partnership with the Memphis Dietetic Association. Partnering with local health organisations gave WFC the opportunity to increase the credibility of the ID mark and participate in existing regional programmes. It has joined forces with the March of Dimes Wellness Project and local Mother's Day and Children's Day celebrations to spread useful information about the disease-preventing properties of certain vitamins and minerals in grain products and to show how the ID can point consumers to nutritious grain products, and sponsored a presentation by the Memphis Dietetic Association at the highly popular Southern States Women's Conference, distributing informational materials and talking about the health benefits of the ID.<\/li>\n<\/ul>\n<p><strong>Evaluation<\/strong><br \/>\nThe pilot programme increased sales of grain products by disseminating information about the identity mark and the slogan \"Grain Harvest Energy\" and supporting their implementation at the national level.<\/p>\n<p>Over the course of the three-month programme, the number of people aware of the label increased by 72%. In addition, 73% customers had a positive attitude towards the label, and the number of customers who were confident that the label stands for energy products increased from 13 to 48%.<br \/>\nSales of cereal products with an identification mark were 1% higher in participating stores than in control stores. The index of total sales of all cereal products was 10% higher in participating stores than in control stores, and gross profit from retail sales of participating products was 5.5% higher than in control stores.<\/p>\n<p>The results of the pilot programme have generated interest in the food industry and its support for a national campaign. The launch of the national campaign, which will bring together leading grain producers, is planned for 2001. It will involve at least four national grain producers.<\/p>","protected":false},"excerpt":{"rendered":"<p>\u0421\u043e\u0432\u0435\u0442 \u043f\u043e \u043f\u0440\u043e\u0434\u0443\u043a\u0442\u0430\u043c \u0438\u0437 \u043f\u0448\u0435\u043d\u0438\u0446\u044b (Wheat Foods Council, WFC) \u0441\u043e\u0432\u043c\u0435\u0441\u0442\u043d\u043e \u0441 \u0430\u0433\u0435\u043d\u0442\u0441\u0442\u0432\u043e\u043c Fleischman \u2014 Htllard \u041f\u0440\u0435\u043c\u0438\u044f \u00ab\u0421\u0435\u0440\u0435\u0431\u0440\u044f\u043d\u0430\u044f \u043d\u0430\u043a\u043e\u0432\u0430\u043b\u044c\u043d\u044f\u00bb \u0437\u0430 2000&#8230;<\/p>","protected":false},"author":1,"featured_media":702,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","inline_featured_image":false,"footnotes":""},"categories":[21],"tags":[],"class_list":["post-700","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-campaigns"],"_links":{"self":[{"href":"https:\/\/liberty.ua\/en\/wp-json\/wp\/v2\/posts\/700","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/liberty.ua\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/liberty.ua\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/liberty.ua\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/liberty.ua\/en\/wp-json\/wp\/v2\/comments?post=700"}],"version-history":[{"count":1,"href":"https:\/\/liberty.ua\/en\/wp-json\/wp\/v2\/posts\/700\/revisions"}],"predecessor-version":[{"id":701,"href":"https:\/\/liberty.ua\/en\/wp-json\/wp\/v2\/posts\/700\/revisions\/701"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/liberty.ua\/en\/wp-json\/wp\/v2\/media\/702"}],"wp:attachment":[{"href":"https:\/\/liberty.ua\/en\/wp-json\/wp\/v2\/media?parent=700"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/liberty.ua\/en\/wp-json\/wp\/v2\/categories?post=700"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/liberty.ua\/en\/wp-json\/wp\/v2\/tags?post=700"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}