Taylors Wines recruits Mr Wolf as lead creative agency

Taylors Wines has recruited Mr. Wolf as its lead creative agency, marking an important step for the family-owned Clare Valley winery.

The winery has been focusing on growing a range of premium and ultra-premium wines, with releases planned for the coming months and years.

Taylors shortlisted a number of creative agencies to pitch, and set a real-life creative test to determine the result. Chief marketing officer Taylors Wines, Cameron Crowley said that the calibre of presentations were outstanding, but it was Mr. Wolf that shone above the rest.

“After seeing some great presentations, the team at Mr. Wolf just stood out – they really got our brand and delivered exciting and fresh creative thinking. Their ideas went well beyond the brief and it was great to see an agency thinking about our whole business and not just our communications,” said Crowley.

“We were looking for a creative partner that could analyse the challenges our brand faces and present interesting creative solutions to these,” added Miles Omodei, senior brand manager Taylors Wines. “Mr. Wolf presented some really thought-provoking work.”

Managing Partners of Mr. Wolf Richard Carr and Tony Singleton said that they were thrilled to have been chosen, and believe that their alternative approach and talented senior team were the reasons behind the business win. 

“Taylors Wines is a progressive and ambitious business. We’re honoured to have the opportunity to partner with such an iconic Australian brand,” said Carr.

 

Coles slapped with three year ban on bread ads

Following an investigation by the ACCC, Coles Supermarkets will be banned from advertising that its bread was made, or baked on the day that it’s sold for three years.

The Australian Competition and Consumer Commission (ACCC) launched legal proceedings against Coles in June last year, accusing the supermarket of engaging in deceptive and misleading conduct, relating to the claims on various ‘Cuisine Royale’ and ‘Coles Bakery’ branded bread products.

In his ruling back in June, Federal Court chief justice James Allsop said that claims made by Coles amounted to a misleading representation that the par baked bread products had been baked on the day of sale or baked in a fresh process using fresh not frozen product.

According to The Mercury, Allsop today ruled that the supermarket giant will be banned from promoting its bread as ‘baked today, sold today’ for a three year period. Coles must also inform consumers of the ban and communicate that it was found to have made false, misleading and deceptive representations in relations these products.

Coles still faces fines of up to $3 million over the claims, however the Federal Court has not yet confirmed if it will enforce the penalty.

 

Manufacturers renew global health commitments

CEOs of leading food and beverage manufacturers from around the world have announced a set of enhanced global commitments that will guide their health and wellness strategies over the coming years.

In a letter to World Health Organisation (WHO) Director‐General Dr. Chan, CEOs and members of the International Food & Beverage Alliance (IFBA) announced their renewed commitments, which are based on a set of actions recognised by WHO, governments and civil society as crucial to helping improve global health.

IFBA is a group of eleven global food and non‐alcoholic beverage companies: The Coca‐Cola Company, Ferrero, General Mills, Grupo Bimbo, Kellogg, Mars, McDonald’s, Mondelēz International, Nestlé, PepsiCo and Unilever

By the end of the year, each IFBA member will make and publish a specific corporate commitment which details its goals and progress in reformulating and developing products that help consumers to eat healthier, more balanced diets.

By the end of 2016, members will implement a common global approach to the provision of
nutrition information on pack, at point of sale and through other channels. This will include labelling the energy value for all products on front of pack worldwide.

They will also expand the IFBA Global Policy on Marketing and Advertising to Children, which provides that members either do not market products to children under 12 or if they do, limits what products can be marketed to children under 12. Currently applicable to TV, print and Internet, by the end of 2016 the expanded global policy will cover significantly more media, and ensure that members do not use marketing techniques in ways that are primarily directed to children under 12 for products that do not meet better‐for‐you nutrition criteria.

As part of ongoing efforts to expand and enhance regional and national pledges on marketing to children, members will also work to harmonise nutrition criteria as they have done in the European Union and the USA pledge groups.

Additionally, members have committed to extend workplace wellness programs to help employees improve and sustain overall health and wellbeing, including working towards smoke‐free environments and offering healthy dining choices and nutrition information to staff.

In 2013, IFBA members welcomed the adoption by Member States of the WHO Global Action Plan on the Prevention and Control of Noncommunicable Diseases 2013‐2020 and the “whole‐of‐society” approach endorsed by governments. IFBA’s enhanced commitments include a pledge to work in collaboration with all stakeholders on strategies aimed at reducing sodium and the prevalence of insufficient physical activity called for in the global action plan.
 

Australian Made campaign launches in SA

Australian Made, the campaign which promotes Australia’s country of origin certification trademark, is launching in South Australia.

“South Australia is a hub for manufacturing and growing in Australia, and this initiative will help to promote and support local industry,” said Australian Made Campaign chairman, Glenn Cooper.

Glenn Cooper is also the chairman of Coopers Brewery, and has the Australian Made logo on the company’s beers.

“We’ve found the logo to be very helpful in letting our customers know that our beers, like our company, are 100 percent Australian and it has proved to be an excellent marketing tool for us,” he said.

Business SA membership executive, Nick Smith, is taking on the role of SA account manager for the Australian Made Campaign, and will work within Business SA to help educate manufacturers and growers about the benefits of leveraging country of origin as a marketing tool.

According to Roy Morgan Research, it is recognised and trusted by 98 percent and 88 percent of Australians respectively to identify genuine Australian goods.

The logos:

  • Australian Made: The product has been made in Australia and over 50 per cent of the cost of production cost has been incurred in Australia.
     
  • Australian Grown: All significant ingredients are grown in Australia and almost all processing carried out in Australia.
     
  • Product of Australia: All of the product’s significant ingredients come from Australia and almost all of the manufacturing/processing has been carried out in Australia.
     
  • Australian Seafood: All significant ingredients are grown/harvested in Australia and almost all processing carried out in Australia.
     

Melbourne tonic syrup smashes crowdfunding goal in three days

Only three days after officially launching via the Pozible crowdfunding platform, tonic syrup manufacturer, Blood Moon successfully exceeded its $10,000 target.

Designed to be mixed with soda or still water, Blood Moon tonic syrup is manufactured using whole cinchona bark and unlike many modern tonic waters on the market, Blood Moon omits the use of artificially synthesized quinine.

The cinchona bark is filtered just enough to remove the sediment and ensure a smooth drink, while keeping the complex yet subtle range of flavours. Once mixed with soda, the result is a translucent rosy-cheeked amber elixir.

“I’m completely overwhelmed by the enthusiastic response,” said Blood Moon founder, Karolina Partyka. “I suspected Australia was ready for a truly delicious, handmade alternative to standard tonic water, but to reach our goal in less than three days is humbling.”

The product has also received support from West Winds Gin who have signed on to contribute some of their award winning gin for Pozible rewards.

“In my mind it seems pointless drinking a premium gin without a premium tonic. Don’t skimp on the mixer…” says The West Wind Gin’s Jeremy Spencer.

The campaign now has until Friday 26 September to hit its new goal of $20,000 and funds raised from the campaign will enable the purchase of equipment and ingredients required to produce the first commercial batches of the first three flavours of tonic syrup, and to undertake testing and development of two future tonic varieties.

Blood Moon’s tonic water alternative is handcrafted in Richmond, Victoria, and is available in three flavours; Traditional Tonic Syrup, Unsweetened Tonic Syrup and the world first Australian Native Tonic Syrup which features unique Australian botanicals.

Asahi Super Dry launches its biggest Australian campaign

Asahi Super Dry, the flagship beer of Japanese beverage Giant Asahi Premium Beverages has launched its biggest ever campaign into market.

The “Is he Asahi?” campaign was produced and directed by media agency cummins&partners and tells a reverse Cinderella story of a woman’s quest to find the man who drinks Asahi.

The campaign debuted during the live broadcast of the Bledisloe Cup over the weekend and is set to run for three months, supported by a national advertising campaign to the tune of $2.5 million – the biggest investment into the Asahi Super Dry brand has made into the Australian market since its launch.

Beer and cider marketing manager at Asahi Premium Beverages, Micheal Vousden, says that the campaign marks the brand first ever TV presence in Australia and is intended to raise brand awareness and drive purchase decisions nationwide.

’Is He Asahi?’ educates the broader market about the Asahi Super Dry drinker,” he says.

“The classic Cinderella story is a story of a man on a quest to find his perfect woman – we thought this was a suitable metaphor to use to tell the story of Asahi, albeit with a significant twist. We are proud of the campaign and look forward to seeing it in market.”

 

Marketing campaign flips consumers perceptions of potatoes

An effective marketing campaign in Western Australia has successfully turned declining potato sales into a profitable market.

Last year, WA growers invested $1.5 million into the development of a campaign which was designed to address consumers perceptions that potatoes were unhealthy. After just nine months, the Potato Marketing Corporation WA has lifted declining sales up by 2000 tonnes The Weekly Times reports.

Marketing expert Paul Graham told the 2014 Potato Industry Conference this week that over the last decade, the average Australian consumed 26kg of potatoes per annum, but that number dropped to 20kg in recent years.

He said that the campaign has served as a valuable tool in “inspiring behavioural change” amongst consumers, by providing them with tips on how to prepare vegetables easily.

Graham said that the success of the campaign and has now placed that category “back into growth”.

“We were surprised with the result (of the marketing campaign) and to see it begin to turn around so quickly,” Graham said.

Together with TV and radio advertisements, the WA potato industry is now looking to develop in-store supermarket advertising to promote the versatility of potatoes, specifically as the “king of the side dish”.

Graham said that the potential to extend the campaign nationally was on the cards, however the opportunity was still being discussed by the broader industry as the potato sector did not currently have a national marketing levy.

 

Sara Lee releases first ad since 2011 [video]

Sara Lee has reinvigorated its brand with the release of its first ad since 2011, comprising its historic tagline, ‘Nobody doesn’t like Sara Lee.’

The ad shows a diverse range of Australians, all brought together by Sara Lee desserts, and was created by O’Shea & O’Brien (O&O).

Mike O’Brien, retail marketing director, McCain Foods said, “Sara Lee is one of Australia’s most loved brands, and we’re excited to once again showcase just how broad an appeal the brand and our products have.”

The TV campaign will be supported by in-store POS, digital and social media.

Sara Lee Australia was acquired by McCain Foods in February 2013, with the deal valued at $82 million.

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Coca-Cola launches new can design

Coca-Cola South Pacific has launched a new slimline can for a range of its beverages including Coca-Cola, Coke Zero, Diet Coke and Fanta.

The 250ml slimline can is priced at a maximum of $2, with the price printed on the can – a first for Coca-Cola in Australia.

Antoinette Tyrrell, marketing manager for Coca-Cola South Pacific, said the slimline can has been well received in other markets, and is expected to be popular in Australia too.

"The Australian market is perfectly placed for innovation in the category, with regards to size and price and locally conducted market research tells us that the 250ml size option consumers are demanding. We see the 250ml can as a way to unlock incremental growth in the carbonated soft drinks category,” she said.

The launch of the new 250ml can and the maximum $2 price point is part of a strategy to drive value and growth in the category, Coca-Cola said in a statement to Food magazine. The launch will be supported by a multi-million dollar multi-channel marketing campaign which will include TV, digital, Point Of Sale and PR activities from September.

Coca-Cola said it will be one of the biggest marketing campaigns from the business since the launch of Coke Zero.

Gary Dawson, chief executive, Australian Food and Grocery Council said, “It is a positive step to offer consumers more choice when it comes to portion size. So it is fantastic to see an iconic brand such as Coca-Cola making smaller package sizes more widely available at price that consumers can enjoy.”

The new 250ml can will be available nationwide from August 2014.
 

Self-regulation of junk food marketing called into question

Regulations monitoring the marketing of food to children have been called into question, following news that products including Kit Kats and Coco Pops are being classified as healthy.

According to SMH, A NSW Cancer Council analysis has found that 63 percent of foods in television advertisements are classified as unhealthy according to Food Standards Australia New Zealand.

The researchers found that food companies which had signed up to an industry-regulated marketing code were still advertising products deemed by government standards as being unhealthy. Surprisingly, the companies that had not signed up to the voluntary code were more likely to promote healthy food than those that were signatories.

Food companies aren’t allowed to market unhealthy products to children between 7am and 8.30 an and 4pm to 8.30pm on weekdays, and between 7am and 8.30pm on Saturdays and Sundays. Researchers analysed advertisements that aired between 6am and 9pm over a two week period.

In addition to the industry-regulated marketing code, many manufacturers also subscribe to the voluntary Responsible Children’s Marketing Initiative, which allows them to determine their own nutritional criteria and decide which products are suitable for marketing to children.

According to Clare Hughes, author of the study, companies have set their criteria so low that products including Smarties, Tiny Teddies and Kit Kats were deemed appropriate for marketing to children. Thirty-nine percent of food advertisements that met the food brand’s criteria failed the government’s criteria, she said.

Mandatory regulation in accordance with government standards would be a more effective means of reducing the marketing of unhealthy foods to children, Hughes said.

James Mathews, spokesman for the Australian Food and Grocery Council said restricting the marketing of foods to children has been ineffective in reducing childhood obesity overseas.

''The research considers advertising during all shows between 6am to 9am, covering crime programs like Law and Order and movies featuring sex and violence, programs which are hardly targeting children,'' Mathews said. ''This is not a useful basis to consider advertising to children.''

Another voluntary system aimed at promoting healthy foods and providing transparency to consumers is the Health Star food rating system, which got government sign-off in June. However, the industry has questioned its effectiveness, with Terry O’Brien, managing director at Simplot claiming the system is flawed.

"At Simplot, we've run our products through the suggested system and we've got anomalies all over the place, where things like products with no salt are not getting a better rating than the same product with salt.

"So if these sort of anomalies in our hands, then how the heck are they going to help the consumer?” he said.
 

Koala Karma launches brand mascot [video]

Relaxation beverage, Koala Karma, has created a video starring the brand’s life-sized Koala mascot.

The video has been published on YouTube, and the manufacturer hopes to air it on television as well.

Koala Karma is a carbonated relaxation drink comprising four active herbs: passionflower, chamomile, valerian powder and hops extract, and is a finalist in the Beverages category of this year's Food Magazine Awards.

 

 

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Mondelez partners with startups to drive mobile marketing

Food manufacturer Mondelez International has named five startup partners for its mobile marketing initiative, Mobile Futures.

The campaign will see technology entrepreneurs partner with popular food brands including Philadelphia and Cadbury to develop mobile marketing solutions in only 90 days.

The partnerships include:

  • Cadbury Dairy Milk will be partnering with Snaploader, which uses image recognition to connect images with relevant content.
  • Marvellous Creations has selected MyShout, a mobile app that allows users to ‘gift’ their friends with food and drinks at their favourite cafes, bars and restaurants.
  • Philadelphia cream cheese chose Issue to drive branded content via a bespoke magazine that is interactive and shoppable.  
  • belVita will work with Proximiti, using geo-analytics to create personalised consumer experiences.
  • Cadbury Favourites will partner with SkyFii to help venue owners better understand and engage with consumers via mobile.

The startups engaged in a competitive pitch process which involved ‘speed dating’ sessions with the brand managers. From over 60 initial applications, 13 mobile startups were selected to take part in the Mobile Futures pitch process. The successful applicants will now work one-on-one with each of the five brands to customise and implement mobile platforms, and activate pilots within 90 days

Anthony Ho, head of marketing services, Mondelēz International, said, “Mobile use is increasing and there’s a lot of innovation coming out of Australian startups to cater for these audiences. We want to be leaders in this space and use mobile innovation to connect with consumers and create new experiences with our brands.

“The startup pitches were all of a really high quality and we’re excited to see how the five startups and brands will work together to create some amazing mobile concepts over the next 90 days,” he said.

 

Crowdfunding pays off for Wakefield Grange

The first two weeks of the Wakefield Grange Nose to Tail Pozible crowdfunding campaign have proved to be very successful.

With 18 supporters coming forward to pledge funds, Wakefield Grange has reached over 10 percent of the $30,000 target with seven weeks to go in the campaign.

The campaign aims to raise enough funds to establish an on-site commercial kitchen and curing room, in which Sophie and Nathen Wakefield will produce a wide range of house-cured smallgoods and farm fresh charcuterie products.

The creation of a commercial kitchen and curing room will mean that the Wakefield’s will be able to utilise secondary cuts of meat and offal in their smallgoods and charcuterie, an important aspect of their whole-animal approach.

As well as producing their own range of meat products, the commercial kitchen will be available to lease by other primary producers who want to sell their wares to the public, and will also be used for a variety of on-farm education events.

If Wakefield Grange raises the $30,000, it will become the first agricultural business in South Australia to crowdfund successfully.

“There is a real passion in South Australia for genuine farm-fresh produce and for affordable, premium quality meat that has been produced sustainably,” Sophie Wakefield said, “and in extending further the ranges of meat products that we provide, we hope to be able to meet this growing demand.”

In recognition of their support, Wakefield Grange is offering funders a range of tempting rewards, ranging from fresh meat, smallgoods and charcuterie products, to butchery classes, farmgate shop vouchers and tickets to on-farm events.

The campaign runs until 19 August 2014, to make a pledge click here.

 

Game of Thrones wine to be launched by Sydney ad agency

Sydney based advertising agency, Common Ventures has announced a side project that has got the internet buzzing, a Game of Thrones wine range.

The Wines of Westeros range consists of twelve wines named after the “Great Houses” and clans in the HBO series, and will feature both red and white varietals.

“The reds are all associated with the houses that are head strong and robust. The whites on the other hand are more cunning, perceptive and mysterious,” Jane Burhop of Common Ventures told trend site, psfk.com.

“Whether this becomes a coveted item for the fans or a bottle opened with every episode, this wine is made to be drunk with friends and to help soften the blow of the shock and heartache as our favourite characters are slowly killed off,” she said.

The wines themselves will be sourced from local Australian wineries with Sauvignon Blancs representing the Arryn, Greyjoy, White Walker, Wilding and Stark clans, and Tyrells represented as a Chardonnay.

The red wines will be represented through the Baratheon and Lannister clans as Pinot Noirs, while Dothraki will feature as a Merlot, Martells as a Cabernet Sauvignon, and both the Targaryen and the Night’s Watch House’s will be bottled as a Shiraz.

The bottles are expected to be released just in time for the new season of the HBO series to air and will cost around $20 AU per bottle.

 

New Grape and Wine Authority names Acting CEO

The new Australian Grape and Wine Authority has named Andreas Clark as its acting chief executive officer.

The Authority (AGWA) commenced operations on 1 July 2014, and Clark will lead the new body through its early stages.

Andreas was Wine Australia’s acting chief executive officer from September 2013 and has previously held a number of senior management roles with Wine Australia since 2006.

Acting chairman Brian Walsh said, “Andreas is an experienced senior executive who is ideally placed to lead the Australian Grape and Wine Authority following the merger of Wine Australia and the Grape and Wine Research and Development Corporation. This acting appointment is initially for three months to allow for the early establishment of the new authority and to ensure that existing services to the wine sector and our partners can proceed with maximum efficiency.”

The AGWA is the new industry services body for the wine sector and has assumed the functions of Wine Australia Corporation and the Grape and Wine Research and Development Corporation, both of which ceased operations on 30 June.

With its head office located in the National Wine Centre in Adelaide, AGWA will centralise marketing, export regulation and research and development support for Australia’s wine industry.

 

Coles releases App update under ‘Celebrate Specials’ campaign

Supermarket giant Coles has released a new version of its mobile app as part of the wider “Celebrate Specials” campaign.

The app enables customers to create a “My Favourite Products” list which highlights ‘favourited’ items in a personalised feed when any of the selected item go on special.

In addition, customers will also be able to register their flybuys card within the app, giving them personalised specials based on their shopping history.

Coles senior digital marketing manager, Mat Medcalf, said that the personalised format of the Coles app update is a win for consumers.

“We know Australians love using their smartphones for shopping and this latest update is an even better way Coles delivers more value to Australian customers every day,” Medcalf said.

“Adding more personalised features to the app allows shoppers to easily access their favourite products they purchase on a regular basis, and be notified as soon as they go on special.”

The Coles ‘Celebrate Specials’ campaign is now running nationwide.

 

Brands busted by the ACCC: The week in focus

In this week's newswrap-up, we look at three brands who've come under fire from the ACCC.

The federal court ruled Coles misled shoppers by claiming that its bread, together with a range of other baked goods, were “freshly baked” or “Baked Fresh” when it had actually been par baked months earlier in factories overseas.

Smallgoods produced by Saskia Beer, daughter of popular chef Maggie Beer, were also in the spotlight, and the ACCC announced it's preparing to act on complaints from the bee industry that some cheap imported honey is mislabelled and does not meet local food standards.

For more information, check out the video below!

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Who’s funding Woolies’ Jamie Oliver campaign?

VIDEO: This week’s news wrap-up is all about Woolworths' Jamie Oliver campaign, which AusVeg says is being funded by the supermarket giants' growers.

According to the lobby group, Woolworths is hitting producers with a 40 cents per crate charge on top of the up to five percent fee they already pay for promotional activities.

Woolworths denies the claim, however, arguing participation in the campaign is voluntary.

Hear all about it in our latest The Week in Focus video below.

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NZ avocado sales double

New Zealand’s avocado industry has more than doubled its sales from last season to reach $136 million, setting new records in both export and local markets.

The previous record was $84.1 million set in 2009-10, and the latest figures easily trump the $60.4 million recorded last year.

Jen Scoular, chief executive of NZ Avocado, said initiatives to make the industry more cohesive and competitive are responsible for the growth. “Our focus over the last 12 months has been to promote far more collaboration across the avocado industry – with growers, packers, New Zealand marketers, exporters and those supporting our industry. This has allowed us to start addressing and resolving issues that have previously held us back,” she said.

This season saw the successful amalgamation of the industry’s two largest exporters into one exporting group to Australia – its largest market – and the continued collaboration of three exporters under one brand into Asia. 

In April this year, the Avocado Industry Council secured a Primary Growth Partnership (PGP) program with the Ministry for Primary Industries to increase productivity and capability and to increase sales to $280 million by 2023.

The five year program, New Zealand Avocados Go Global, will leverage the growing demand in New Zealand and in Asia for premium, safe and healthy produce.  

“There’s a world-wide trend towards eating fresh, healthy food and the nutritional benefits of eating avocados are now widely recognised and understood by consumers. This presents us with a fantastic opportunity to capitalise on this season’s sales growth going forward,” Scoular said.

This season’s $135.9 million return comprises 4.9 million 5.5kg trays of avocados: $102.9 million worth were exported, while $33 million worth were sold in New Zealand. Last year a total of 2.6 million trays were produced, totalling $31.7 million worth of exports, and $28.7 million of local sales.

Scoular said this season’s results also reflect the increased promotional and market development activities to raise awareness of the benefits of eating avocados, and to drive consumption.

 

Tasmanian wine industry to get a makeover

The Tasmanian wine industry has commissioned advertising executive, Guy Taylor to evaluate the state’s wine brand as the industry gears up for increased production over the coming years.

New irrigation schemes within Tasmania will expand the availability of land suitable for viticulture, and together with the increased demand for cool climate wines, Taylor says Tasmania’s wine industry is looking to thrive, ABC rural reports.

Taylor’s job will be to evaluate the brand reputation of the Tasmanian wine industry with a view to grow the market in line the increased supply. He said that a key part of strategy will be to focus on the consumer rather than “the cognoscenti”.

"It's in a fantastic place, it's quite boutique with a very small number of very big players.

"It's in a fantastic place for evolution", said Taylor.

"I think the Tasmanian brand is going to be much more driven by emotional, experiential connection rather than the oenological lexicon that is used to describe wine, virtually everywhere else in the world".

Taylor said that the use of technical language in relation to wine has a tendency to do more harm than good when it comes to the average consumer.  

"The most common thing we heard, was that language tends to push people away from the purchase, rather than inviting them into the product.

"It was language developed for the cognoscenti not the consumer".

 

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