Maria Præst interviews
A monkey peels a bit of an orange and squeezes the fresh juice directly into his mouth. Then he jumps up and starts to dance like crazy to the tunes of ‘I like to move it, move it. I like to move it, move it.’
The monkey is Rynkeby Foods old mascot, and now he is back. This time in an attempt to reach out to the shoppers in a new way.
“It has become much harder for us to get the campaign space in the stores, because they are utilising it to a greater extent themselves. Therefore we had to think of a new way to get through to the shoppers and the result was this huge viral campaign giving our monkey Rynke a revival,” Maria M. Schmidt, Marketing Manager at Rynkeby Foods, explains.
MARKET has caught her on the phone to learn more about how they work with Shopper Marketing at Rynkeby Foods. So here it goes.
WHICH ROLE DOES SHOPPER MARKETING PLAY IN YOUR OVERALL MARKETING MIX?
“Shopper Marketing plays a very important role for us. Everything we do is related to the shoppers in the end, trying to get them to pick our products on the shelf when they are doing their grocery shopping.”
HOW DO YOU CATCH THE ATTENTION OF THE SHOPPERS IN THE STORE?
“Of cause we are doing the traditional shopper marketing activities in the store with POS displays, campaigns and so on, but the way we are activating the shoppers is much less product-oriented than previously. Our focus has shifted and we are now trying to influence the shoppers by giving them something they find funny and involving instead. Our latest initiative is the viral campaign, where we are trying to get the shoppers involved in our brand with elements of fun and entertainment instead of communicating that our products are great and healthy.”
HOW HAS THE VIRAL CAMPAIGN BEEN CARRIED OUT?
“The news with this campaign is that is it extremely involving. We have created an amusing video with high impact to make people pause for thought and pass it on to their friends and family. We have chosen to bring Rynke back, because we know he works well. And it has been a great success for us. The viral effect has run faster than we could have hoped for. Within the first month the video has been shared on Facebook 140.000 times.”
HOW DO YOU GET PEOPLE TO LINK A FUN VIRAL CAMPAIGN WITH YOUR JUICES AND CORDIALS IN THE STORES?
“It is very important for us that the shoppers meet the same universe, when they are in the stores, so we are using Rynke as an eye catcher. A monkey is very emotional communication, and when people see him at the store, they remember the video and hopefully buy our products.”
HOW DO YOU WORK WITH SEGMENTATION?
“We have our own Shopper Study on our two main brands: ‘God Morgen’ and ‘Rynkeby’, and the results from this is very important to us, because it makes it possible to target our communication more precise. The target group on ‘Rynkeby’ is mainly families with young children, while ‘God Morgen’ attracts individuals, both men and women, who lives in the larger cities.”
HAS SHOPPER MARKETING CHANGED DUE TO THE NEW DIGITAL POSSIBILITIES?
“Yes it has changed a lot. The past year and a half we have been using Facebook to a much greater extend. Since we re-launced Rynke, we have doubled the number of likes on our Facebook page. Now we have almost 10.000. We have a clear strategy for our social media activities like how we respond and how we involve the fans in our brand. Facebook is also a great media regarding new products, where we have a great opportunity to present the product and encourage our fans to go try it in the stores.”
WHAT ARE THE GREATEST CHALLENGES WORKING WITH SHOPPER MARKETING TODAY?
“Our greatest challenge is that we get less space to get our message across in the stores. The store as a media is becoming less relevant, but the shopper will always be the most important person. Furthermore, we are using social media much more, but it is still new to us, and we have to feel our way.”
Maria M. Schmidt
Maria M. Schmidt is Marketing Manager at Rynkeby Foods, who is the largest manufacturer of juice and cordials in the Nordic region. They produce more than 150 million litres a year from about 50 different berries and fruits grown in about 25 countries.