Following on from Hubbards recent campaign, we thought we’d take a look at where it all started. The origins of Hubbards can be tracked back to a cement mixer called Mlidred, but the brand has grown from these humble beginnings over the last 25 years into a firm favourite on the Kiwi breakfast table.
It’s never been easier for marketers to learn about their audience. All they need to do is go to social media, look at what they’re posting and what’s trending among their target age demographic. Brands have begun travelling to their audience to market to them too, launching social media campaigns, joining Snapchat, Instagram, Pinterest, whatever it may be. But something else we’ve noticed recently is brands going to their audience and essentially asking for advice, crowd-sourcing ideas for products like websites, food, even ads. Here are a few examples from here and abroad.
Hubbards Muesli is showing a preference for the digital after launching two new social media-based campaigns: one in celebration of its 25th birthday next month where it asked Kiwis to submit their own muesli recipes on its microsite, and then share the recipes on Facebook for a chance to have their concoction hitting the shelves. The other to promote its latest ‘Outward Bound’ range of muesli, calling upon New Zealanders to share their own ‘Outward Bound’ moments.
Since the first days of the internet, those online have experimented in creating behavioural chain reactions. Most often, these early attempts involved little more than sending out an email that contained a promise of all types of misfortune if the message wasn’t forwarded. And invariably, there would always be a few recipients who found the electronic promise of impending doom as sufficient impetus to send the message on. And while this achieved little more than cluttering the embryonic email accounts of early adopters, the principle underpinning these chain letters is still relevant in today’s social media age in the sense that if you give people a good enough reason to share something, then they will pass it on. StopPress looks at how muesli brand Hubbards has been trying to create a chain reaction of its own through a campaign called ‘Keep the good going’, which encourages Kiwis to participate in random acts of goodness.
Design, said Apple founder Steve Jobs, is not just what it looks like and feels like. Design is how it works. Or, put in a commercial context, whether it helps a company make money. And the Best Design Awards’ ‘Best effect’ category, whose finalists were announced this week, celebrates design that has produced a measurable effect on the success of an organisation or product, whether it be productivity, staff engagement, sales growth, bottom line or customer experience.
While visiting New York in 1987, Dick Hubbard told his wife Diana about his idea to start a cereal company that would “make New Zealand proud and healthier at the same time”. Since then it has grown into a sizeable business that continues its breakfast battle with big beasts like Sanitarium and Kellogg’s. But it’s trying to up its game with a new integrated campaign via Hunter.