Background information
In a world where morning routines are often rushed and unhealthy, Boni, Colruyt Group (Belgian family-owned retail corporation)‘s own brand believes that a good breakfast is the key to a healthy start to the day. With a mission to inspire people to a healthy morning routine, between the 25 of September and the 22nd of October of last year, Boni joined forces with Integreate – the creative hub of DPG Media – to create an unforgettable breakfast adventure.
Concept and description
The main concept name of this campaign was A happy start to your day. The brand purpose was brought to life through brand building and brand activation. On the menu was a cross-media approach with radio and print. What made this campaign so special was the tailor-made plan for both the North and the South of Belgium, across all target groups.
The tailor-made media plan contained specific creative products (on-air radio contest, brand mention by DJs, radio billboards, social media posts with integrations of the Boni brand, online native content and more). In addition to the media plan there was also a barter part included due to the Boni vouchers given away on radio.
The Radio sponsorship included a Top 2000 on JOE radio station, as well as an organised breakfast concert. Radio Nostalgie also put in place a contest. Radio station JOE and Boni kicked off the Top 2000 with an exclusive live breakfast concert for 100 listeners. The JOE listeners at home were encouraged to submit their favorite breakfast song for a chance to win a delicious Boni breakfast. On Nostalgie, listeners had a chance to win a voucher worth €100 to fill their breakfast table with Boni products. The late risers could still be part of the breakfast club via HLN newspaper, Le Soir newspaper and Max Magazine with inspiration for fresh breakfast recipes.
Results
Boni has grown from a household brand to a real love brand. The collaboration with JOE provided a brand lift: no fewer than 80% of those who had read or heard the campaign viewed Boni with a positive attitude. The branded content in HLN was perfect for reaching new customers. It resulted in a brand uplift of 16%. Boni also ended up in the shopping cart of many people for other groceries: 58% purchased Boni products.