Brand Communication, Creative Strategy, Design & Layout, Photography & Retouching, Typography & Illustration, Media Planning & Buying, Media Strategy, Digital Advertising, Magazine, Outdoor, Search & Display, Social Media Campaigns, Television, Video Content & Production, Website Design & Development, eDM Design.
LUCKY CLASSICS RECIPE BOOK CAMPAIGN
Faith has been working with Select Harvests on a number of their consumer-facing brands for close to a decade, in particular Lucky nuts. As one of Australia’s largest almond growers, Select Harvests also manage in excess of 50% of the country’s almond orchards.
Lucky-branded products are leaders in several categories including cooking and baking ingredients, as well as healthy nut-based snacks. However, the past few years have seen major changes in the FMCG-retail space.
Large supermarkets are now producing private-label products with discount prices and improved quality that compete directly with the national brands on their shelves. According to Nielsen, private-label groceries now account for 21% of packaged grocery sales in Australia, up from 18% two years ago, with household penetration now at 98%.
Faced with the challenge of remaining attractive to consumers with access to similar products at a lower price-point, Lucky have been driving new product development and have focused their marketing strategy on building brand advocates among the heath-conscious and baking communities of Australia.
Faith works closely with Lucky’s marketing team to build the brand through print, radio and online advertising as well as through the development and management of their social networks. Our work extends to the development of their outstanding new website and strategic planning for future activities.
While working on particular elements in an ongoing basis, Faith also assist on a project-by-project basis, developing fully-fledged campaigns aimed at enhancing the impact of Lucky’s messaging. From peak consumer periods such as Christmas and Easter, to regular engagements with social communities and unique opportunities, Faith is constantly working with Lucky to achieve their sales and marketing goals.
With recent campaigns including a fully-integrated Christmas program featuring catch-up television advertising, print media development and significant digital marketing, as well as CRM growth activities, Faith has explored new and exciting ideas with very promising results.
If you are interested in finding out more about our FMCG capabilities, contact us at contact@thefaithagency.com.au
