It was the basic marketing objective of the campaign and at the same time the task of the agency to promote Lisner’s “Salateria” salad line in such a way as to lead to future dominance in the whole category. Additional challenges included brand repositioning and changing the Lisner’s image as a manufacturer of fish products only.
The concept of the campaign was based on references to a situation in which the product is consumed. After a deep analysis of behaviour of the target group we decided to show Salateria as an integral part of a break at work. This gave us the possibility to link it with the nice and long-awaited moments of a working day.
The campaign used an Internet media mix, where product microsite was the central point. Its content and tools provided to the users allowed us to extend the time of their contact with our communicate and made it easier to effectively engage them in interaction with the brand.
Users were able to learn more about the world of the brand by taking part in a competition in which they shared their ways of spending their breaks and read the stories of other “breakoholics.” By using unique functionalities, such as “the salad petition,” they encouraged their friends to lead a healthy lifestyle and change their nutrition habits.
All this was supported by a context display campaign and a SEM campaign, as well as by the brand’s presence in Social Media on a Facebook Fan Page.
During the campaign the microsite was visited by 107,505 unique users, who got to know the Salateria brand and its products. Over 1,700 of them participated in the competition by sharing their way of spending a break and further 300 decided to convince their friends to change their nutrition habits via the available tools.
