Branding and campaignsWith a green mission as stepping stone and with the desire to strengthen their position as a leading brand within nuts, kernels and berries, the task was to develop a new communication and campaign concept that stands out in the market and increases the awareness of Earth Control in the Nordic region.
Although food trends were in their favour – and despite the fact that Earth Control has a strong position in the retail sector – sales of their nuts, kernels and berries did not grow fast enough. One of the reasons were increased competition in the category. Another was a relatively low brand awareness.
Based on comprehensive insights and target group analysis, Clienti developed the concept: "A world of difference". It strengthened product communication of product as well as clarified brand position. Earth Control are the ones who make it easier to enjoy natural high-quality products, either straight from the bag or as an icing on the cake in foods and salads during the week.
This position was supported by a campaign that, with a humoristic approach, demonstrated an understanding of women’s needs in a busy everyday life.
The campaign ran as print as well as on social media and ensured the new concept reached out to a broad spectrum of the female target group. On social media, which is one of the company's core marketing channels, an increase of 513% was achieved during the campaign, with 26,635 daily impressions. In the period where Clienti was responsible for Earth Control’s social media, the company added further profits in terms of time to develop new products and take new actions.
Earth Control. En verden til forskel.
Vi kender den. Hverdagen. Den, der vækker os alt for tidligt. Med børn, der skal op. En mand, der skal op. Tøj, der skal på. Hår, der skal reddes. Helt bogstaveligt. For ikke at tale om morgenmaden, hvor der ofte kunne kommes noget bedre på. Og madpakkerne, der ender med at savne det sunde ekstra. Der er arbejdet. Møderne. Der er børnene, der skal hentes igen og så er der aftensmaden. Uden pause. Børnene klager ikke. Og han gør slet ikke. Det ville sådan set være rart, hvis der var nogle flere som Earth Control, der forstår puslespillet og som gør en verden til forskel, når jeg vil have, at min morgenmad, mine pauser, mine salater, mine retter, klokken her, klokken der, skal være lette at nyde, naturligt.