FairFeed - created to satisfy a consumer need

Chef Tom Jacobson, owner of Elsternwick's Smoke & Pickles, created FairFeed to bring some positivity to Melbourne's hospitality industry during COVID-19 pandemic by:

  • Providing the community with high quality food at an affordable price
  • Celebrating and helping keep his staff and other local chefs and hospitality staff in work
  • Supporting local suppliers and producers

The FairFeed's growing team is now at 40 people who produce over 10,000 meals per week. Meals cost between $10 and $15 for two serves, and can be picked up or delivered Melbourne wide for $10.50 with $10 going to the driver.

The Tom and the FairFeed team have solved a consumer problem, supported their people, their industry, local producers and are making a real difference to our community.

And if you haven't put your order in yet for the weekend, get on to it now. I cannot recommend their food, their team and the Fair Feed experience more highly.


MONA - a brand thinking differently

Mona - Museum of Old and New Art are beaming 49 search lights 15km into the night sky every Saturday from sunset to sunrise until they reopen.

The light instillation is a work called ‘spectra’ by artist Ryoji Ikeda and can be seen up to 100kms from Hobart, reaching over 250,000 people. In addition, this monumental installation is live streamed to a global audience through Facebook.

As always MONA is being noticed, be it through media promoting ‘spectra’ or locals and people across the globe experiencing MONA from the safety of their own home.

MONA is maintaining connection with its locals and potential visitors to keep everyone engaged and their brand top of mind, until they can travel and visit again.
Mona, a brands not going dark.

Marketing in a recession

Australia is about to go into a recession, we have been warned, we have been there before and know how it plays out. Albert Einstein once said “If you want to know the future, look at the past.”

So let’s have a look at the past.

Businesses who maintained or grew their advertising spend during recessions not only set the company up to survive the recession, but they thrived in the period that followed.

This result has nothing to do with the recession, it has everything to do with advertising share of voice. Simplistically, if you are the only brand in the market advertising and promoting yourselves, your brand becomes the only brand in the segment for the consumer.

While during the recession it is likely you will experience a reduced return on your advertising investment, you will likely increase market share, and once the economy improves your chance to maintain market share is strong.

The alternative is your brand goes dark, loses market share, loses customers to competitors and has to start again.

What are you going to do?


Moonlit Sanctuary - building connections for the future

At its heart, Moonlit Sanctuary Wildlife Conservation Park wants to help animals and halt extinction.

They understand that that every contact they have with a person is an opportunity to create a connection that can help save endangered Australian native wildlife from extinction.

So while their gates may be closed, they are continuing to reach out, engage and encourage their audience to connect with local wildlife in new ways, until they can once again visit Moonlit Sanctuary Wildlife Conservation Park.

Their most recent initiative was a school holiday Backyard Wildlife Photography Competition that attracted over 500 entries. Simple and effective, they now have over 500 children connected and engaged in their plight and more likely to visit the Moonlit Sanctuary when it reopens.

This is one of the winning photos by Connor Bowes in the Year 10-12 category.


Bulla - a brand extension

For years, Bulla has been the ice cream served from plastic tubs in homes across middle Australia after tea with chocolate topping. And while plastic tubs are still available, Bulla has been loosing market share, while the industry has seen strong growth in the premium ice cream category.

Bulla ice cream has responded with the release of their award winning premium ice cream product, Bulla Murray Street.

Watching this video you'll see that Bulla has a deep understanding their new target market, and is truly passionate about their people, their place and delivering a quality product from the heart.

We can't wait to share more of the Bulla Murray Street brand building journey with you, but in the meantime....... pick up a cheeky iso tub of Bulla Murray Street Caramel Maple & Macadamia, it's amazing.


The Wiggles - a brand shining brightly

For over 30 years The Wiggles have been entertaining children and incorporating early childhood learning into their songs, music and dance.

And while they have cancelled their 2020 tours, their brand is shining brightly.

On 30th March The Wiggles released their Social Distancing song to help children understand the importance of social distancing and why we need to stay home.

And with its release, their PR machine swung it to action and delivered the headline "Wiggles to the rescue" and have thus far earned $10 million in media exposure across prime time tv, radio and press.

But most importantly, this song and this message is exactly what we would expect from The Wiggles. It speaks to their values and purpose, and further increases our trust and respect of them.


Dolphin Marine Conservation Park - Smart Brands Don't Go Dark

Just because Dolphin Marine Conservation Park have their gates closed doesn't mean you can't see their dolphins, seals, turtles and penguins.

Regular Live Streaming on Facebook is keeping their followers connected by sharing animals being fed, cared for, and trained, all through live streaming.

Dolphin Marine Conservation Park, Coffs Harbour is Australia's only marine conservation park and they are doing incredible work across welfare, rescue, rehabilitation and release.

Live Streaming is a brilliant opportunity to connect with their audience, help people understand more about marine conservation, and what actions each of us need to take to make a difference.

Congratulations to Terry Goodall and the team at Dolphin Marine Conservation Park.

 

See an interview with Terry Goodall, Managing Director, Dolphin Marine Conservation Park, Coffs Harbour.

https://www.prime7.com.au/news/24552-animal-love


The localism drum is beating

For some time, people have been discussing slowing down, engaging in more meaningful experiences, searching for human connection and embracing a sense of community.

This is not new news, but have we been listening?

People have been escaping to their neighbourhood, engaging and connecting with local experiences, and when they head further afield, searching for villages, makers and authentic connections. But have we been listening?

And then came along COVID-19.

Locals continue to be passionate about the place they live, and want local businesses and people to be prosperous, happy and connected.

Successful businesses are maintaining and building new relationships with their community, through storytelling, advertising, promotion and great customer service. These businesses haven’t gone dark, they are focused on their share of voice and building an army of local ambassadors who will encourage their friends, relatives and visitors to support them as we move out of COVID-19 and beyond.

How are you building your market share?


Western Star - undeniably authentic

Building a brand is a marathon not a sprint. And brands that stay the course, understand how to connect with, and respond to their customers needs at every touch point will be better placed as we enter and emerge from this economic downturn.

As part of our 'Smart Brands Don't Go Dark' series we wanted to share the new Western Star Butter advert.

Undeniably authentic, the ad speaks to their brand position of being an Australian staple that has been a tradition for Australian cooks and families for 93 years.

So with a nod to the past, celebrating human betweenness, a strong connection to place and community, and a big dollop of emotion, Western Star Butter you've made Cobden our 'western star' and won a little bit more of our heart.

Building a brand is a marathon not a sprint. And brands that stay the course, understand how to connect with, and respond to their customers needs at every touch point will be better placed as we enter and emerge from this economic downturn.

As part of our 'Smart Brands Don't Go Dark' series we wanted to share the new Western Star Butter advert.

Undeniably authentic, the ad speaks to their brand position of being an Australian staple that has been a tradition for Australian cooks and families for 93 years.

So with a nod to the past, celebrating human betweenness, a strong connection to place and community, and a big dollop of emotion, Western Star Butter you've made Cobden our 'western star' and won a little bit more of our heart.


Brand Purpose - now is your moment of truth

Now is the moment of truth for your brand purpose.  Are you still living up to your values and striving for your true north and sharing that journey with your customers?

Over the past few years, trust in our civil foundations has fallen away and we have increasing looked towards brands to solve social issues.

We have built trusted relationships with brands. We connect with their people, their product, across social platforms and we buy into their story, their values and their purpose.

In times of a social crisis brands have to dig deep and stay true to their purpose to maintain connection and the trust of their customers.

Brands who’s purpose remains their true north, connects and communicates with their customers authentically will be stronger, and more likely to succeed.

Your Brands moment of truth is now.