Nutri-Asia - Marketing Campaign of the Year - Beverages - Non-Alcohol

Company: Nutri-Asia, Inc. Taguig City, Metro Manila
Entry Submitted By: Ripple8, Inc.
Company Description: NutriAsia is the leading producer and distributor of sauces and condiments in the Philippines. Founded in 1991, NutriAsia has been the reliable kitchen and culinary partner of Filipino households, providing the country with the most innovative and trusted brands such as Datu Puti, Silver Swan, UFC, Mang Tomas, and Papa.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Beverages - Non-Alcohol

Nomination Title: Locally Superfruits

Specify the date on which this campaign or program was launched:

Exotic foreign superfruits such as acai berries, blackcurrants, pomegranates, and others have gained in popularity from the belief that they are much more dense with natural vitamins and minerals, and that they provide greater nourishment than “pedestrian” varieties of fruits.

Bringing that concept home, NutriAsia launched Locally Superfruits to introduce to the country its first and very own line of indigenous superfruits in juice form.

This campaign ran from November 2019 to December2020.

Watching your diet by eating fruits and vegetables are acknowledged precursors to good health.

When food and beverage industry marketers coined the term ‘superfruits’ in 2005 to describe fruits that rated high in nutrients, demand for superfruits skyrocketed.

But must-haves like acai berries, blackcurrants, and pomegranates are not native to the Philippines. Harder to come by, they are likely to sell at premium prices should they ever come to its shores.

Fortunately, the Philippines is blessed with its own crop of superfruits: the dragon fruit, mangosteen, and passion fruit – each with their own distinctive nutritional and/or restorative properties.

As these are seasonal (June-October and December-January, August-October, and July-October, respectively,) the next best thing to enjoy them year-round is to have them in juice form.

Locally, NutriAsia’s youngest brand, competes in a crowded category of ready-to-drink juices. Including carbonated, energy, and juice drinks altogether, a consumer is typically faced with an aisle full of at least 60 drinks to choose from when out shopping.

To distinguish itself, Locally was promoted as a beverage line that stands for “responsible goodness made fun,” a unique positioning that communicates they are made from homegrown, local fruits – hence, the name Locally – and that patronage is an altruistic act; a way of supporting local farmers and the local communities that grow them.

Explicitly, Locally Superfruits is a nod to the products being locally made fruit juices coming from indigenous superfruits, the country’s and NutriAsia’s first of its kind.

Word of mouth has always been one of the brand’s best promotional channels. Instagram influencers were tapped to drive “talkability” and awareness.

Instagram seeding resulted in a 4x increase on organic engagement and 3x increase on organic reach. An Instagram Superfruits Challenge became the most successful PR activation for the brand and for company, garnering P4.2 million worth of PR values and 13.6 million impressions online.

Activation at 35 high-affinity supermarkets was conducted by “superhero” ambassadors wearing backpack juice dispensers. Sampling activations reached 150,000 sampling hits.

A roadblock of OOH (out-of-home) LED installations – a product marketing first in the Philippines – was conducted in Metro Manila.

LED ads were installed at 49 supermarkets and featured 300 screens. This in-store media resulted in +57% offtake uplift for doors with ads versus those without.

Displays against other health juice brands (predominantly light-colored packaging) created a solid black facing on supermarket shelves, making the line stand out.

The three variants sold out in just three months – half the time versus targets – and brought incremental sales volume of Locally.

The campaign shot past targets. Locally Superfruits exceeded targets of +50% volume and +24% value, achieving 60% of booklet targets in just two months.

One interesting final note: the campaign’s success redounds far beyond each fruit flavor, rejuvenating interest on local fruits as consumers expressedexcitement not just for generic Locally variants, but across the entire range of actual Philippine fruits and flavors.

The initiative sparked online conversations from “localovers,” the brand’s legion of faithful followers who shared their excitement over the new flavors and the relevance of the fruit benefits.

A Superfruits article posted online from 3 December 2019 to 3 January 2020 on Spot.ph, a Summit Media online publication from that markets itself as “Your One-Stop Urban Lifestyle Guide to the Best of Manila” reached nearly 3.5 million.

The website article also received 20,285 views (number of times content was viewed on the website); 18,000 unique pageviews (number of actual users who viewed the content on the website); 2,876,155 social impressions (number of times content and/or video was displayed on social media); and 598,169 website and network impressions (number of times content was displayed on any Summit Media website).

Correspondingly, these translate to 15,956 engagements, with viewers spending an average time on the content for at least 1:28. The related Facebook posting also received 1,574 reactions, 41 comments, and 161 shares.

On the other digital platforms, the Superfruits’ YouTube video ad achieved 36 million impressions and broke company records with a view through rate of 44.38%, well above the 20% industry benchmark and proving high engagement with the materials.

Reference Materials:

PDF file: Locally Superfruits - Supporting Document
PDF file: Spot.ph Campaign Report
Superfruits Omnibus Video