Everyone knows Ovko’s range of baby fruit purée products. They are healthy and tasty, and deservedly the best-selling in their segment. And maybe they could sell even better, but too many distracted mums, often under shopping stress, unwittingly reach for lower quality products from the competition because they look too similar.
Our assignment was to eliminate this unwelcome phenomenon. We recommended the client create a money-saving multi-pack so that mums would only have to reach for that shelf in the shop once instead of six times. This of course required a performance campaign aimed at promoting sales. One that’s as striking as possible, with its core in the online environment.
For our strategy, we chose practicality from the list of the product’s benefits. Every busy parent will appreciate Ovko baby fruit purées in practical packaging, as they are perfectly light and portable without leaving a mess. It occurred to us that we could combine this with the inventions and improvements that practical dads usually come up with in their homes. And why not exploit the fact that more and more emancipated dads stay at home with their babies on ‘maternity’ leave – and pay them an original and imaginative compliment?
We made a funny online video presenting the well-known stand-up comedian Jakub Lužina in the unusual role of a dad on maternity leave. The video, along with shortened teasers, online visuals and traditional social media formats promoted a competition to win a family trip, for which we set up a microsite to collect e-mails.
We secured perfect targeting with press releases and by deploying the campaign mainly in those hidden corners of the internet where most mums hang out. They were the ones we were hoping to entertain with our Ovko-dad campaign, to be rewarded with their loyalty to the best baby fruit purée.
Campaign credits: Chief Creative Officer: Bernd Fliesser, Creative Director: Alex Strimbeanu, Digital Creative Director: Jord Nikov, Copywriter: Daniel Feranec, Art Director: Zuzana Ondrušová, Account Manager: Rasťo Kuttner, Strategy: Marek Rajcsanyi, Director: Jakub Steinecker, Camera: Patrik Gubiš, Production Manager: Marek Wilhalm