Natural Balance Foods has kicked off the New Year with a cross-platform and multi-channel campaign for wholefood brand Nākd.
Nākd is now a £31m brand, which added £11m in incremental sales value to the Cereal Bars & Healthy Snacks category in 2015 – outperforming rivals with 56% year-on-year growth versus just 1% for the rest of the category combined[Nielsen Scantrack Cereal Bars & Healthy Snacks MAT w/e 07.11.15].
A consumer push launched this month comprising of national print and digital advertising across titles such as Women’s Health, Women’s Fitness, Stylist, InStyle, ES Magazine, The Guardian Weekend and EmeraldStreet.com.
In London, the campaign is designed to build on last September’s launch of the “Find your Fave” campaign that saw Nākd unveil a giant edible billboard in London’s Shepherd’s Bush Westfield Shopping Centre. This second installment of the “Find your Fave” campaign sees 48 sheet & 12 sheet posters across key, high-footfall Tube station locations and is being supported by some 4,000 ad panels in Tube carriages across the Underground network.
This above-the-line activity is also underpinned by Nākd’s lead sponsorship of Veganuary – a global awareness month designed to encourage the vegan-curious, vegetarian and health conscious to take the pledge and switch to plant based wholefoods for a month.
Veganuary 2016 was launched to a worldwide audience via Veganuary.com featuring advice, information and resources to help people make an easy switch to veganism. There’s downloadable content, including meal planners and recipes, on EatNakd.com plus competitions across social media platforms.
Nākd is also aiming to drive awareness across key trade channels with digital and print advertising on store websites and in publications such as Costco’s Connections magazine.
Marina Love, Natural Balance Foods’ marketing director, says: “This activity is just the start of a very big year for us to build on the success of 2015. Nākd’s growth is still head and shoulders above the rest. In the ‘singles’ sector, Nākd is the UK’s No 1 brand – growing by 45% year-on-year and adding £3.5m to the category…In fact some 300,000 more shoppers have bought into the category versus a year ago – testament to the quality, integrity and sheer great flavour of our Nākd bars, Bits and Nibbles.
“Last year our NPD delivered more than £1.5m incremental value to the category with both Nākd Bits and Nibbles attracting new shoppers into the category. We’re looking forward to driving further success in 2016 with more NPD and an even stronger presence across all channels including convenience, wholesale, foodservice and leisure.”