Natural Balance Foods is kicking off the new year with a cross-platform and multi-channel campaign for Nākd – the wholefood brand with a range of bars and nibbles products made with 100% Natural Ingredients with no additives, preservatives or added sugar.
The activity marks the beginning of another busy 12 months for Nākd, now a £31m brand, which added £11m in incremental sales value to the cereal bars and healthy snacks category in 2015, outperforming its rivals with 56% year-on-year growth versus just 1% for the rest of the category combined.
Driving awareness and sales from this month (January), and running into February, is a heavy-weight consumer push comprising of national print and digital advertising across titles such as Women’s Health, Women’s Fitness, Stylist, InStyle, ES Magazine, The Guardian Weekend and EmeraldStreet.com.
In London, the campaign builds on last September’s launch of “Find your Fave” campaign that saw Nakd unveil a giant edible billboard in London’s Shepherd’s Bush Westfield Shopping Centre. This second instalment of the “Find your Fave” campaign sees 48 sheet and 12 sheet posters across key high-footfall Tube station locations and will be supported by some 4,000 ad panels in Tube carriages across the Underground network.
This high profile above-the-line activity is also underpinned by Nakd’s lead sponsorship of Veganuary – a global awareness month designed to encourage the vegan-curious, vegetarian and health conscious to take the pledge and switch to plant based wholefoods for a month.
Veganuary 2016 was launched to a worldwide audience via Veganuary.com featuring advice, information and resources to help people make an easy switch to veganism. There’s downloadable content, including meal planners and recipes, on EatNakd.com plus competitions across social media platforms.
Nākd is also ensuring a strong presence across all its key trade channels with digital and print advertising on supermarket websites and in account magazines such as Waitrose Weekend magazine and Costco’s Connections magazine. In store sees a return of the Till Topper activity in Tesco where more than 11,500 till topper units are pre-filled with three Nākd Nibbles variants and will be distributed across almost 700 Tesco outlets. Designed to raise awareness and drive trial of Nibbles, launched last year, the push is supported by a 60p off price promotion. At the same time Nakd will be avaialble in free-standing display units, situated in 160 high-footfall branches of WH Smith. Price promotions will encourage trial across all channels, including 2 for £1.50 on Nākd Bits, 2 for £4 on Nākd bar multipacks and 60p-off on Nākd Nibbles.
Marina Love, Natural Balance Foods’ marketing director, said: “This activity is just the start of a very big year for us to build on the success of 2015. Nākd’s growth is still head and shoulders above the rest. In the ‘singles’ sector, Nākd is the UK’s No 1 brand – growing by 45% year-on-year and adding £3.5m to the category. Nākd multipacks are also the fastest growing, at 60% year-on-year – adding £6.5m to the category. In fact some 300,000 more shoppers have bought into the category versus a year ago – testament to the quality, integrity and sheer great flavour of our Nākd bars, Bits and Nibbles.
“Last year our NPD delivered more than £1.5m incremental value to the category with both Nākd Bits and Nibbles attracting new shoppers into the category2. We’re looking forward to driving further success in 2016 with more NPD and an even stronger presence across all channels including convenience, wholesale, foodservice and leisure.”
Natural Balance Foods is also putting together a comprehensive programme for its natural energy bar TREK, which saw sales leap by 115% year-on year, making it the category’s fastest growing top 20 brand.
Love said: “TREK is doing phenomanelly well as consumer awareness of good nutrition, particularly around sports and activity snacks, gathers momentum. We’ll reveal more details about plans for TREK later this year.”