Lancewood |
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BACKGROUND

Lancewood is one of the country’s leading providers of superior quality dairy products, as well as the home of South Africa’s No.1 Cream Cheese and Cottage Cheese. Eclipse Communications was tasked to create a campaign to land Lancewood’s new masterbrand positioning: Quality Time, to ultimately encourage consumers to take the Lancewood Quality Time™ Pledge, committing to at least one technology-free meal every week.   We did so by harnessing the power of consumer insights, commissioning a quality time study to gain insights into South African families’ perceptions of quality time, and cooking and meal-time habits. Insights gained from the study led to a successful 360 degree campaign across traditional, digital and social media platforms.

CHALLENGES

Lancewood is a well known brand and creator of quality dairy products in the South African market, however knowing what consumer affinity was towards the brand and the multitude of products available needed to be understood.

As a brand that seeks to promote and facilitate quality mealtimes through its range of product offerings, it recently established the Lancewood Quality Time™ trademark. A launch campaign was required to generate awareness and engagement for this new brand positioning nationally.

From anecdotal evidence, we knew that there was an opportunity for this campaign to tap into a very real problem – families not spending enough quality time together, being distracted by technology, and being occupied by busy schedules.

INSIGHTS & INNOVATION

We commissioned a “Quality Time” study to gain further insight into the cooking and eating habits of South African families, how much quality time was spent together during mealtimes and to find out what barriers families are facing.

A SAMPLE OF 2 100 RESPONDENTS PARTICIPATED IN ONLINE RESEARCH ON THE OVATOYOU PLATFORM BETWEEN THE 12TH JUNE – 6TH JULY 2020

The sample had a strong female (80%) skew with 69% of the sample falling in the 25-49 year old age group. The online methodology meant that the sample was wealthier, younger and more urban than South Africa as a whole, but 100% in-line with the Lancewood target audience. 

All because the humble family meal is disappearing.

Based on the study and additional research conducted, we developed a campaign consisting of a research study, publicity, highly creative media and influencer desk drops, a paid influencer campaign, consumer competition elements and a media partnership with Sunday Times.

EXECUTION

Our detailed activity tracker drawn up informed the deadlines, responsibilities and execution details required for each of the PR activities of our 4-part execution plan – over a 4-week period. 

Part one involved undertaking the Lancewood “Quality Time” study and securing four local experts in the psychology, family, food and interior design fields to add depth and credibility to the content created.

Part two was media-focused, including the development of a media communications matrix, a press release announcing the findings and expert insights, desk drops, interview motivations and a content series with Sunday Times.

Part three had us tasking four influencers (Zola Nene, J’Something, Minki van der Westhuizen and Mpoomy Ledwaba) with driving communication around the Quality Time sentiment, and the call to action for consumers to take the Pledge. 

As a final push, we added two additional activities, including a trade exchange reader giveaway with a national newspaper and a hamper giveaway on our social media influencers’ channels – both encouraging consumers to Pledge & Win.

RESULTS

Since the launch of BHBW’s revised social media platforms, we have seen tremendous community growth, as well as recognition and admiration from the global brands it supplies locally.

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