CAMPAIGNS: Consumer PR - Competition builds Haribo brand image

Client: Haribo

PR Team: Band & Brown Communications and in-house

Campaign: Haribo Young Impressionist

Timescale: May - August 2002

Budget: Part of retainer

Haribo is one of the world's leading manufacturers of confectionery.

Although the company is the market leader in Germany, France, Austria and Denmark, it needed to strengthen its UK presence. Haribo also has to fight for a share of an increasingly competitive and consolidating market, with a very cheap impulse purchase product.

Objectives

To raise brand awareness of Haribo, positioning it as a 'fun' brand for children and an 'entertaining and enjoyable' brand for adults. To increase UK sales.

Strategy and Plan

Band & Brown's umbrella theme for Haribo brand- building focused on fun as a key value. Working with Band & Brown's consumer division, Haribo embarked on a UK events and media relations campaign to raise the profile of its sweets at local and national level.

The team came up with the idea of a search for the 'UK's Young Impressionist', with a roadshow travelling around the UK looking for children who could do impressions, providing a fun day for children and allowing parents to relax.

Band & Brown and Haribo arranged 17 sites across the UK, signing partnership deals with shopping centres and supermarkets. The roadshows included bouncy castles and climbing walls.

Radio and press promotions were used to attract visitors, with local radio presenters invited to host shows.

On a national scale, Band & Brown targeted comics, using a competition for kids to win a supply of Haribo or visit the regional events. Schools and youth clubs were targeted, and posters placed in shops. CBBC presenter Ortis hosted the London final, with a young Ali G impressionist the winner.

Measurement and Evaluation

The Haribo Young Impressionist campaign gained more than 140 pieces of coverage, including eight minutes on GMTV for the final. Capital Radio, The Sun, the Daily Mirror, BBC TV Leeds, GMTV, BBC TV North, BBC TV South, BBC TV South East, Carlton TV, numerous regionals, listings press and consumer and children's magazines covered the events.

Messaging analysis of the coverage showed 92 per cent was favourable, 80 per cent associated Haribo with fun and comedy, and 67 per cent identified Haribo as a leading sweet manufacturer.

More than 1,000 people rang the competition hotline and around 10,000 attended the events.

Results

Haribo UK marketing manager Christian Freund said: 'The roadshow aims to help parents build a strong brand picture of Haribo. Also, the intention is for children to view Haribo as an entertaining and exciting brand.

Feedback shows the tour was successful in helping us achieve this'.

Regional events lifted local sales figures significantly on each roadshow day.

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