Re-positioning and advertising campaign

It's not the meat, it's the motion... and the promotion!

Positioning is something that happens in the human brain naturally, whether we want it or not. When we think about a country, a person, a product or a brand, we tend to reduce their characteristics to the essential – the one that grabs our attention most.

Positioning in the meat trade is not just a question of advertising. Often times campaigns do not determine the final outcome. There are factors that are available for creating a positioning, such as the product itself, the price and communication actions, and others that are not within reach, such as word-of-mouth and competitor actions.

Different kinds of meat should have an associative link in order to enjoy a good positioning in the minds of consumers. What context can we use? What attributes? How can we achieve differentiation so as to make a given meat product the best alternative?

In a trade where meat comes from different animals, raised in different ways, with different flavours, colours, textures, origins, properties and prices, it really shouldn’t be that hard to find a positioning that actually differentiates one kind from another. But what happens is that all meat products want to be positioned using the same strategy of “flavour and health”.

This benefits no one, as the greater the overlap between similar product positionings, the less effective they are. So when we received a commission from Intercun to undertake a new advertising campaign for rabbit meat, we sat down to think first, and as a result of a strategic reflection by our consulting department, the first thing we did was to analyse the current positioning, finding that it was based, once again, on the same flavour-and-health concept.

Who really knows how good rabbit meat is?

By simplifying all consumers to the highest degree, we divided them into two large groups: the ones who care about health and good looks and those who don’t. Within this large segment, there were two subsegments with high growth levels: people practising sports assiduously – for example jogging – and those who love good food and experiment with cooking.

Healthy foods are not enough.

If we keep talking about “health” in general terms as just another message, we will lose the battle to benefit the meat trade, because turkey and chicken use the same argument (light, popular and easy to cook). So we added some extra leverage: the audience we were addressing understood the finer points. They know that the difference lies in the details. And within those details, rabbit meat is number one. This is why we opted for a direct message addressed not just to sports pros, but to everyone who practises some kind of sport:
If you’re into sports, you’re into rabbit meat.