BRISBANE: Golden Circle has moved away from its traditional advertising roots with a campaign targeting technology-savvy consumers.
Ad agency BCM, pairing with ninemsn, is behind the interactive campaign allowing web users to download Golden Circle recipes to WAP-enabled mobile phones.
Paul Cornwell, partner at BCM, said Golden Circle is the first food company in Australia to use mobile phones for recipe downloads
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“You can stroll through it in the kitchen while cooking or, better still, bring it along to the supermarket while you purchase the ingredients,” he said.
Seventeen meal recipes are available on the ninemsn recipe finder website, where users can view preparation times and choose dishes featuring a Golden Circle product.
Sam Smith, national advertising manager at ninemsn, said BCM wanted to do something “out of the box” to bring Golden Circle “into the digital age”. He described the technology as “incredibly valuable, particularly to an FMCG advertiser”.
“Where recipes are concerned, it’s content that you want to take with you and look at when you want,” he said. “It enhances the consumer experience.”
Smith said ninemsn is looking at ways of using the technology with other clients.
According to Nielsen Media Research AdEx figures, Golden Circle spent $3.4 million on main media advertising in the past year.
Golden Circle marketing manager Sue Collins, however, envisages the company spending more on non-traditional media in the future.
Collins said this campaign is the first part of a new brand campaign launching next year, which is about “getting in touch with consumers in new ways” through an integrated approach.
Lisa Noble, BCM’s account director on Golden Circle, said the Golden Circle brand has “heritage and quality” but this campaign was about “refreshing the brand and making it more relevant”.
Noble said research has shown that more people are using the internet to get recipe ideas, with the campaign a “great opportunity for Golden Circle to lead the way”.
“It’s reflecting how people are shopping, eating and cooking these days,” she said. “The campaign is reflective of true integration. Consumers are pulling food information from so many different touch-points.”
Kim Terakes, food and wine marketing analyst, gave the Golden Circle campaign the thumbs up, saying consumers should expect to see more food companies using the tactic.
“It’s another way to develop relationships with consumers beyond static media,” he said.
Terakes is behind aussiebarbie.com.au, a website dedicated to educating Australian men about barbecuing, featuring recipes, video, cooking tips, celebrity profiles and competitions. Its sponsors include MasterFoods, Swap’n’Go, Meat & Livestock Australia and Everdure.
Terakes said he was still developing the Aussie Barbecue database, with a viral advertising campaign to start in two weeks, but may look to use a mobile campaign similar to Golden Circle’s in the future.
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