identity / digital / packaging / campaign / illustration / strategy

Table of Plenty

After a decade of outstanding success in Australia's FMCG grocery market, Table of Plenty, a family-owned Australian brand was on the decline, facing fierce competition from new innovative competitors. They needed a targeted "always-on" through-the-line campaign to reignite loyalty, driving growth and sales for the brand.

Challenge Whilst recall and recognition was high, saliency was considerably low as consumers were unaware of the brand's rich, authentic story and all-natural value proposition. Marketing activities were inconsistent, fragmented and lacking authentic connection.

Process Table of Plenty engaged us as their external marketing department tasked with discovering and developing their single "Truth" into an integrated always-on through-the-line marketing campaign. An in-depth discovery phase identified key category and consumer insights which underpinned the creative development of all campaign touchpoints. Media channels were strategically assessed to identify high value, cost efficient opportunities with OOH, print, direct digital, SEM/ SEO, social media, editorial and influencer marketing selected.

All initiatives were created to build the brand as well as communicate a specific campaign message.

Results Outsourcing the marketing has given their internal team time to refocus on NPD, sales strategies and growing the brand. Core lines have returned to growth; baseline sales of new products have increased by 30% from launch, plus website traffic, database sign-up, social engagements and earned influencer partnerships continue to increase month-on-month.
Table of Plenty's through-the-line campaign resulted in core lines returning to growth and baseline sales of new products increasing by 30% .

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