How Jarlsberg Changed The Target Group Of A Product

October 10th, 2018 by Digital Present

Jarlsberg® has consistently been one of the most popular brands of cheese in Norway, and most of its exports go mainly to the UK, US and Ireland. However, its popularity in the US has for the most part been amongst groups of an older age; perhaps some would say it’s known as ‘an old persons’ cheese. In response to its demographics Jarlsbergs exporter TINE decided to launch a multi-faceted marketing campaign in 2017, and it is still ongoing and evolving. This was an attempt to increase sales and appeal to a younger consumer base. The brand built its new marketing direction around the experience that might accompany consuming Jarlsberg cheese, applying it to all experiences one might have whilst consuming its product. Hence, its campaign evolved around the slogan “Life’s Best Served With Jarlsberg”.

The clear applicability of the campaign shows that it is trying to establish its brand as convenient for a younger consumer base than previously, like families with children and millennials. Within those categories also comes the trends of the current; Instagrammable food. Developing this theme, it has incorporated food bloggers to use Jarlsberg cheese in it’s recipes and post on it’s social media sites.

In addition to its campaign posts, it has set up a pop-up shop in NYC which hands out samples you can get with its digital coupons. There are chefs creating delicious treats, and many Instagram friendly set ups where people can take their photo and use the hashtag #JarlsbergNYC or tag @jarlsberg. In addition, it has invited food-bloggers to come and visit and generate interest toward the pop-up, and it will be having cheese board making classes for anyone who wants to join. Thatcheeseplate (@thatcheesepla te), an Instagram dedicated to cheese boards, has been advertising through Instagram with examples of the 6 different cheese boards it will be making at the pop-up.

Its digital marketing campaign has proven successful. TINE, the Norwegian supplier of Jarlsberg, writes in their annual report[1] form 2017 that it’s digital marketing campaign in the US was proven successful in stopping their sales and interest in sinking. They point out that there is a significant difference in the sales of Jarlsberg between the US and the rest of their export countries like the UK and Australia. In fact, they estimate that it’s marketing tactics have and will continue to positively affect Norseland Inc. sales and its position as the leading speciality cheese distributor in the US.

The #Life’sBestServedWithJarlsberg is a great example of a brand that is currently trying to become more accessible in consumers’ mind and establish itself in the marketplace through the use of digital and influencer marketing by jump-starting a social media buzz.

It is clear that wherever and whenever you get your hands on some Jarlsberg, you’ve adopted a lifestyle of appreciation for the atmosphere and memories that accompany it – so let’s have a nibble!

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@ Socially Powerful

Posted in Industry Trends, Social Media Marketing News

Is Instagram Leading The War Against Plastic?

October 9th, 2018 by Digital Present

Is Instagram leading the war against plastic?

“There are 500 times more pieces of microplastic in the sea than there are stars in our galaxy, and by 2050 it is estimated there will be more plastic than fish.”

The Plastic Tide is growing by 8 million metric tonnes a year and the amount will only increase as more plastic is produced by companies and used by consumers. This causes irreparable damage to our planet, health and food chain and is described as a global crisis.

Instagram is home to numerous anti-plastic campaigns, litter free movements and zero waste influencers. With photos and videos posted worldwide including polluted beaches and harmed animals, people now are thinking twice before paying 5 pence for a bag at the supermarket or drinking from plastic straws.

The United Nations #BeatPlasticPollution tag heightened in popularity and is even compared to the Ice Bucket challenge. Celebrities including model Gisele Bündchen, ex-Governor of California Arnold Schwarzenegger and actor Tom Felton have publicly committed to eliminating single-use plastic (such as plastic bags and disposable coffee cups) and instead to use sustainable alternatives.

Some influencers have gone beyond promoting daily sustainability swaps and have created innovative solutions to reduce waste. Zanna Van Dijk is involved in launching the UK’s first premium swimwear line made from regenerated ocean plastic: ‘Stay Wild Swim’, Max La Manna travels worldwide to promote Zero Waste Cooking and Lauren Singer opened a ‘Package Free Shop’ after gaining publicity on her Zero Waste lifestyle.

The plastic free movement has even encouraged companies to rethink their environmental impact. Adidas has introduced trainers made out of recycled ocean plastic, Evian is going carbon neutral and plastic free with a new zero-carbon bottling plant and Starbucks will replace straws with recyclable plastic lids for all cold beverages.

But that’s not all. Instagram and its influencers have such a strong footing that countries are even developing new policies and campaigns. Singapore’s Ministry for the Environment and Water Resources paid 28 micro-influencers for a three-month marketing campaign. Also, in Vancouver, Canada, there will be a ban on the distribution of foam cups and takeout containers, and will come into effect on June 1, 2019.

So, with instagram influencers, brands, companies and countries adopting more sustainable solutions, what are you doing to make a difference?