Aussie Sprouts
By Parilla Fresh
A brand under the Parilla Fresh company, Aussie Sprouts produce 5 sprout products, Alfalfa, Bean Sprouts, Pea Shoots, Crunchy Combo (a mix of 5 sprouts) and Broccoli Sprouts. Sprouts are a powerhouse of essential nutrients and do wonders once in the body. Aussie Sprouts are committed to spreading awareness about the health benefits of these plants and how to add them to your diet.
Since on boarding as a client in 2018 they have seen awareness constantly on the rise with personal sales increase by %. Aussie Sprouts are stocked in commercial and independent grocery stores along the east coast of Australia.
Brand Origination & Launch
Challenge
Parilla Fresh is Australia's market leading producer of Sprouts and they had a problem. The Sprout category was no longer enamoured by their major retail partners Coles and Woolworths. The category was about to be dropped from stores Australia wide. Sublime was asked to assist.
Solution
Simple really. Invest in your Category. Sublime proposed a strategic approach that included creating a new brand that would re-invigorate the category and re-introduce this super healthy, super cheap micro green to Australian consumers.
And so, we created the Aussie Sprouts Brand and delivered an integrated marketing campaign fronted by our brand hero 'TREVOR'. The creative juxtaposition between micro green sprouts and our larger-than-life brand hero proved to be a wining angle.
Result
Sprout sales rose by 30% year-on-year and both Coles and Woolworths not only retained the category but moreover, agreed to increase the range of Sprout products offered in-store. In their own words "Sprouts are back".
2018/2019 Campaign: Broccoli Sprouts
Challenge
The Aussie Sprouts brand launch was such a success that Parilla Fresh was concerned that the momentum could not be maintained. Sublime was tasked to ensure that the 'heat' stayed on.
Solution
The Sublime team proposed an 'always on' approach to marketing and communications for the Aussie Sprouts brand and replaced the enigmatic 'Trevor' with respected Food Nutritionist Fiona Tuck. We also shone a light on the wonder sprout from the Aussie range – the Broccoli Sprout.
Supported by a targeted digital marketing campaign and Public Relations activity, the BROC Sprout and new Aussie Sprout brand ambassador Fiona Tuck helped ensure that we retained momentum in market and delivered a sales uptick of 28% for the year. Job done.
2020/21 campaign: crunchy combo
Challenge
On the back of previous campaign success in market and year on year growth in sales Parilla Fresh committed to a multi-million-dollar expansion of their Sprout facility in Western Sydney. Sales growth needed to be maintained.
Solution
The Sublime team created a 2020/21 marketing campaign designed to ensure that the nexus between good health and good food was communicated in an engaging and relevant way. Enter Chef Tom Walton.
The 2020/21 Aussie Sprouts campaign brings the foodie and health angle home for all to enjoy both online and in store.
Always engaging, always educating and always entertaining. Sprouts – who would have thought!?
QR Codes
Challenge
Aussie Sprouts has always had one major challenge - lack of consumer knowledge around how best to incorporate sprouts into their daily diet. Despite knowing the facts and research around the health value of adding spouts to your diet, many consumers become stumped when it came to adding sprouts to foods that don't resemble salads and sandwiches.
Solution
Engage & Educate. On the Aussie Sprouts website there is an entire section of recipes dedicated to each sprout. We developed the idea of adding a QR code mechanic to Aussie Sprouts packaging to boost engagement. Once scanned, each code takes consumers directly to the Aussie Sprouts recipes page for their sprout of choice.
The Ubiquity of mobile phones along with the rise of QR code use in Australia (thanks to COVID-19), is providing a potent combination. In the 3 weeks since the new Aussie Sprouts packaging hit shelves in Woolworth and Coles stores around Australia, visits to the recipe pages on the Aussie Sprouts website has risen by some 300%.
Social Media Retention Plan
Awareness around the Aussie Sprouts brand had been limited for some time. Without brand awareness there is no sales and many Australians who are missing out on the benefits of sprouts.
A Social media plan to spread awareness of the Aussie sprouts brand and to also educate people on the health benefits of these plants. Posts are scheduled 3x a week on Facebook and Instagram and complement other ongoing Aussie Sprouts campaigns. The quality and content of these posts continue to evolve to encourage follower engagement.
