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FMBX News
Posted: Aug 25, 2011
Carbon rolls on with Organix after Lollibop
Integrated experiential agency Carbon Marketing has launched a campaign for Organix Brands Ltd to accelerate growth of the company’s new Mighty Meals range. The campaign began at the Lollibop Festival at Regents Park (Aug 5th- 7th) and a roadshow is taking the brand to selected Sainsburys and Asda stores in London and the South East.
Organix Mighty Meals are aimed at toddlers ready to move on from baby puree with lumps, to more textured ingredients with visible chunks. Carbon began by seeding the brand among influential mums using LolliBop – the only UK festival where all the entertainment is for children. With an experience housed within a branded inflatable, hot food sampling was enabled and parent-with-child engagement ensured through a number of activities. The ‘Organix Shape Sorter’ took pride of place, a large table-mounted board game where toddlers were encouraged to place Mighty Meals ingredients into the right slots. Branded colouring-in mats and crayons were also available within a seating area with covered child benches.
The Lollibop festival fully met its ticketing targets and around one in 5 attendees sampled Mighty Meals. The roadshow is well on its way to reaching the target of 20,000 samplings overall. Signs for sales conversion are very encouraging – 1 in 20 of those sampled at Lollibop decided to make a substantial purchase, taking up a multi-buy festival offer of any 3 meals for £4.50.
The Organix Mighty Meals range continues the company’s mission to provide wholesome, tasty baby and toddler foods that use only organic, natural ingredients.
Becky Allam, account director explains the thinking behind the campaign, “It's the chunky, appealing look of Mighty Meals which clearly differentiates the range from their more pureed competitors – the product looks home cooked. Making this visually unmissable at the point of sampling is driving home the similarity between the qualities of Mighty Meals and mum’s homemade meals. As we all know, mum knows best when it comes to her toddlers food, so stressing this similarity is a positive endorsement of both her cooking and ours”.
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