Establishing Green’s as the owner of home baking occasions
One of Australia’s most famous baking brands, Green’s, wanted to stand out within the baking category and showcase their “home style” range. Over time, the baking category had become commoditised, with price the only lever for differentiation. So how could Green’s gain traction as the owner of home baking occasions and drive product consideration? A premium digital partnership with Nine.
Solution:
As COVID-19 began, Australians embraced baking like never before and this offered a timely opportunity to connect Green’s with Nine’s high-value audience, delivering premium, editorially aligned content.
Nine’s solution focused on demonstrating Green’s three main product benefits: ease, taste and togetherness. The campaign included a flagship partnership with Australia’s most engaged women’s network, 9Honey, to showcase these benefits with engaging, relatable editorial content hosted by 9Honey Kitchen editor, Jane DeGraaff.
Execution:
Nine’s Powered Studios produced and integrated Green’s baking occasions into three high-quality native videos led by Jane DeGraaff and distributed on the 9Kitchen section of 9Honey. These videos were designed to showcase the range of Green’s baking products and provide Jane’s expert opinion on how tasty and easy to make these recipes are.
In addition, four Hands in Pans videos were created to focus on key seasonal baking moments, such as school holidays and Mother’s Day. These videos all featured and referred to Green’s products.
“The Green’s campaign was a great one for our 9Honey audience because it combined the need for items that really do make life in the kitchen easier, with fun hacks that help everyone look and feel like an expert.
The tips and tricks were real life solutions to everyday issue of being time-poor in the kitchen, but still wanting to have fun and make the most of the time you do spend in there. Exactly the kind of thing that our audience loves.”
Jane De Graaff – Food Editor 9Honey
Results:
+22%
Against video view targets.
+43%
Against video engagement targets.
Two Minutes
Spent on each video.
8x
Click-through rates eight times higher than industry benchmark