• Wickedly Good Halloween Marketing Campaigns

    Posted October 29, 2014 By in Vivid Blog With | No Comments Wickedly Good Halloween Marketing Campaigns

    The month of October sees the marketing world embrace their love for the dark side and have a little fun for Halloween. By getting into the spirit of the holiday, brands can reach out to customers in unconventional ways to increase customer engagement and raise brand awareness. From spooky to just plain funny, here’s our round up of the best Halloween themed marketing around:

    (Warning, this post is features lots of gore, ghosts and spider webs!)

     

    Topshop

    Using the hashtag #TrickOrTreat, customers can prizes by sharing their themed costumes on Twitter or Instagram to win prizes. The website also has dedicated pages for customers to browse suitable accessories that can be put together to create an eerie ensemble.

     

    topshop halloween marketing 2014, trick or tweet, shopper marketing, vivid brand

    This Halloween push is mirrored on their other platforms, such as their Instagram below:

    Topshop, Halloween marketing, web design, shopper marketing, vivid brand 

    Oreo

    Oreo Cookie celebrates Halloween with a ’Little shop of horrors’ inspired Vine that shows for the first time on videograph the creation of an #OreoLab ‘nomster’.

    oreo halloween marketing, shopper marketing, vivid brand

    oreo halloween marketing, shopper marketing, vivid brand

    oreo halloween marketing, shopper marketing, vivid brand

    ASOS

    ASOS engage their customers with lots of glamorous yet spooky Halloween costume ideas for fashion conscious party goers.

    ASOS, Halloween marketing, web design, shopper marketing, vivid brand

    ASOS have been utilising all the social media channels, such as Vine and Twitter (seen below) in their cute themed posts that show staff members dressed up and ready to party in style!

    ASOS halloween marketing 2014, shopper marketing, vivid brand

    Geico

    Everybody knows that Horror movie characters make poor decisions, so Geico urge viewers not to make the same bas mistakes and chose them as your car insurer. A fun little jab at all the horror movie clichés in this ‘just in time for Halloween’ advert.

    Lego

    LEGO has launched a ‘spookify your LEGO sets’ contest on its website, where builders can upload pictures of their creations and have them featured throughout the month.

    lego halloween marketing, vivid brand, shopper marketing

    The contest has had a great reaction on social media, with posts on Instagram getting over 21 thousand ‘likes’ and lots of customer engagement on Twitter and Facebook.

    lego #spookifyyourset , Halloween marketing, shopper marketing, vivid brand

    Asda

    Never shy to celebrate, Asda have pulled out all the stops to push Halloween on multi-platforms and using a variety of technology.

    asda halloween marketing 2014, shopper marketing, vivid brand

    There are lots of in-store displays and even a whole aisle dedicated to Halloween accessories for party goers!

     asda halloween marketing, shopper marketing, vivid brand

    The store are also using augmented reality to hold a Monster Hunt in-store ahead of Halloween where shoppers are invited to take part in stores around the country. Using clue sheets as well as the AR technology, shoppers can ‘zap’ masks on their smart device to reveal AR content and transform themselves into character Sir Spook or George-ina, using the “Spook Swap” function to switch between characters.

    asda halloween zappar, halloween shopper marketing, vivid brand
    The Monster Hunt has been well advertised in store, in their Asda printed magazine, as well on line as seen below:
    asda halloween marketing 2014, vivid brand, shopper marketing

    Skittles

    Skittles gives arachnophobes even more ammunition for their fears with a new ad featuring a giant, talking spider and his run-in with Halloween trick-or-treaters.

    Ikea

    IKEA Singapore has recreated it’s own terrifying version of The Shining.Late night shopping will never feel the same again eeek!

    If the video leaves you inspired as well as terrified, customers can also check out the US Ikea website for themed room suggestions that transform regular products into Halloween suitable pieces

    ikea halloween marketing 2014, shopper marketing, vivid brand

    And here in the UK, the Facebook page continues to appropriate regular Ikea items into Halloween accessories -- A great way to inspire customers and drive purchase.

    ikea halloween marketing 2014, shopper marketing, vivid brand

    Babybel

    Mini Babybel has released special limited edition Halloween packaging for the second year in a row, by taking the regular red casing and adding the face of a gruesome ghoul into the mix! 

    babybel halloween 2014, halloween marketing, shopper marketing, vivid brand

    babybel halloween 2014, halloween marketing, shopper marketing, vivid brand

    The brand also have a new downloadable augmented reality and gaming app, called Babybel Buddies.By scanning their individual wrappers, consumers can enjoy an augmented reality experience featuring one of the six Mini Babybel Halloween characters.

    halloween marketing, shopper marketing, vivid brand

    Waterstones

    This Halloween, Waterstones have invited customers to play a blogger mystery game called, The Descendents, which will incorporate diary entries and Twitter clues to allow players to piece together the mystery and unmask the blogger-averse creature. A dedicated Twitter account called @mysteryclues plays host to the collection of clues, red herrings and wild theories from rival players. Any sleuths who correctly piece together what’s going on using the hashtag #bloggermystery will receive a £50 book token courtesy of the retailer.

    waterstones murder mystery, halloween marketing 2014, shopper marketing, vivid brand

    waterstones murder mystery, halloween marketing 2014, shopper marketing, vivid brand

    Chupa Chups

    Chupa Chups have launched a Halloween themed ‘choose your own adventure’ style game on Instagram, where players navigate a haunted house in search of a kidnapped Chupa Chups lollipop before it gets a licking, making a series as of crucial decisions as they do so, with plenty of horror tropes and film references to keep people amused!

    The Halloween theme is covered on all of the brands social platforms, including on Facebook where the hashtag #dontgiveachop followed with a picture of some spooky finger art can result in prizes for winners!

    chupa chups, halloween marketing, shopper marketing, vivid brand

    chupa chups, halloween marketing #dontgiveachop shopper marketing vivid brand 

     

     

    Feel like more? Then check out our Halloween pin board ! 

     

     

     

     

     

  • Hurray for National Chocolate Week!

    Posted October 17, 2014 By in Vivid Blog With | No Comments Hurray for National Chocolate Week!

    If you’re a choc-aholic, you’ll love Chocolate Week! Held from 13-19 October 2014, it is seven solid days of unadulterated Choccy heaven indulgence and what better way to grab your attention than through fabulous packaging design.

    We rounded up some chocolate packaging designs that caught our eye:

    The 12 Days of Chocolate

    A humorous riff on the “12 Days of Christmas“, each wrapper features a different aspect of the design process from frayed nerves to a perfect proof.

    1_7_13_12DaysofChocolate_2.jpg
    1_7_13_12DaysofChocolate_4.jpg
    1_7_13_12DaysofChocolate_7.jpg
    1_7_13_12DaysofChocolate_9.jpg

    Chocolates with attitude

    Each of these chocolate filled tins represents an archetype/a personality in the shape of an old fashioned pin-up girl. Perfect for gifting!
     
    12 26 12 cwa
    12 26 12 cwa4 

    Fat Pig 

    Packaging that appeals to self confessed chocolate pigs!
    fatpig2

    fatpig3

    Choc Noodle

    In honour of National Chocolate Week, high-end chocolatier Paul A. Young has teamed up with  Pot Noodle to create the ‘Choc Noodle’ which features the classic branded packaging with a creamy twist!

    choc noodle, national chocolate week, shopper marketing, vivid brand 

    Marou

    Beautiful packaging that draws inspiration from the spectrum of hues from the cacao pods used in its production and typography from old vietnamese signage where the pods are sourced from.

     

    The Grown Up Chocolate Company

    Statement typography and teasing text, give this luxurious grown up chocolate a fun and childish twist. 

    05 27 13 top15chocolatebars 10

    India in a Bar

    Packaging created for a range of chocolate bars inspired by unique flavours found in some of the regions across the Indian sub-continent. Including paisley prints, lace patterns and regional elements that are represented in monochrome rather than the kitsch designs and colours commonly linked to India.
    04 10 12 choc4 

    Mr.Chocolate

    Centred around the product, this chocolate packaging personifies and adds to the fun.

    04 20 12 mrchoc5
    mr chocolate, national chocolate week, packaging, shopper marketing, vivid brand

    Pandora Bell

    Pandora Bell’s easter eggs had real egg shell for the packaging, a testament to the fact that the best things really do come in small packages!

    pandora bell real eggshell

     For more chocolate and food packaging, check out our Pinterest board.

     

  • #BendGate Goes Viral for Apple’s new iPhone6

    Posted September 25, 2014 By in Vivid Blog With | No Comments #BendGate Goes Viral for Apple’s new iPhone6

    News that the much anticipated iPhone 6 has been bending in owners pockets has caused a storm on social media, with users jumping to Twitter, Facebook, Reddit and Imgur to mercilessly mock the latest Apple gadget.

     

    Kit Kat kicked off the jokes:

    iphone 6 #bendgate

    Followed closely by this little lot:

    iphone 6 #bendgate

    iphone 6 #bendgate

    iphone 6 #bendgate

    iphone 6 #bendgate

    iphone 6 #bendgate

    iphone 6 #bendgate

    Samsung’s response was superb:

    #bendgate iPhone 6

    Then all the jokes appeared:

    iphone 6 #bendgate

    iphone 6 #bendgate

     

    iphone 6 #bendgate

     

    #bendgate iPhone 6

    #bendgate iPhone 6

    #bendgate iPhone 6

     

  • 3D Printed Food

    Posted September 23, 2014 By in Vivid Blog With | No Comments 3D Printed Food

    The concept of 3D-printed foods might seem relatively science fiction-based for some, but the reality is that this innovative technology is growing by leaps and bounds.  As food scarcity concerns rise and people on a global basis worry about food transportation, the ability to print a recipe or download a snack is sending shockwaves through a traditionally staunch industry.

    Print yourself in chocolate

    How could YOU get any better? Well if you were chocolate, that’s how!

    3d printed food

    Head over to Fabcafe in Shibuya, Tokyo, upload your wondrous self image and voila, a mini-me choccy version can be yours to eat. Narcissism at its best!

    Mobius Strip of Bacon

    The Sugar Lab

    The Sugar Lab  is where 3D printing meets the sweet satisfaction of sugar.

    3d printed food

    One 3D multi dimensional lump, or two?

    3D printing represents a paradigm shift for confectionary; transforming sugar into a 3 dimensional, structural medium. This technology makes it possible to engineer architectural, intricate and customized sweet things -  from sculptural, ornate cake toppers to personalized sugar cubes to sweeten your coffee, and everything imaginable in between.

    Hellmans

    Want to impress the Joneses this Summer? Take your BBQ to the next level by introducing Hellmans printed selfies. Your burgers will never look back.

    Oreos

    Created by vending machines with a three-dimensional printing system, these 3D-printed Oreos are now available thanks to a partnership between Mondelēz International and Twitter.

    3d printed oreo

    Oreo fans will now be able to have “deliciously hyper-personalized and customized snacks based on real-time data collection,” says the team at Mondelēz.

    Users of the machine can browse trending flavors, or choose from 12 flavors.  They can then watch as their customized cookies get built, with the whole process taking just two minutes.

  • The Rise of Food Pop-Ups

    Posted By in Vivid Blog With | No Comments The Rise of Food Pop-Ups

    60% of restaurants go bust before the end of  their third year, making the launch and set up of of a new restaurant a serious and very real financial risk.

    Mobile pop up eateries cost significantly less than bricks and mortar restaurants, whilst providing a unique way to gain exposure and appeal to new audiences.

    Often only available for a few nights, weeks, or months, these temporary hot-spots allow entrepreneurs to make a name for themselves alongside aspiring or professional chefs as well as creating an experience that brings dining back to its simplest communal roots.

    We found some great examples:

     

    Jaffachute

    By combining ‘Jaffle’s’ (the Australian word to describe sandwich toaster) and parachutes, a ‘Jafflechute’ is born! These Australian entrepreneurs decided to set up a pop-up restaurant from their 7th floor apartment building that only served hot sandwiches and reached diners by means of parachute!

    An innovative idea that worked by customers pre-ordering their chosen sandwich and paying via PayPal, then waiting at a designated spot (marked X) and collecting it as it came floating down from the 7th floor.

    jaffachute

    By using gravity as a means of serving, cuts out the cost of waiting staff also using Smartphone supported payment systems make ordering and paying for food accessible for all.

    jaffachute

    Fondue Tram

    Based in Zurich, Fondue Tram is a steamy seasonal pop-up stübli that runs from October to March along the city’s actual tram routes! Each of the two trams can carry up to 42 guests and have been decorated to create a cozy fonduestübli, with plaid curtains, linen-covered tables and wooden seating

    Fondue Tram Zurich

    fondue tram zurich

    After boarding, guests can enjoy their two hour trip whilst feasting on as much Swiss fondue as they like, as well a starter plate of dried meat from the Grison Alps and wine. Passengers are provided with a special wiper to clear the steamed up windows and enjoy the sights as they wizz past Christmas markets, Lake Zurich and the city’s charming altstadt (old city), leaving a lingering waft of Gruyère in their wake.!

    Fondue Tram Zurich

    Muru Pops Down 

    Located in Tytyri, Lohja, Finland, ‘Muru Pops Down in Tytyri’, was the world’s first pop-down restaurant, situated 80 meters below surface in a unique mining environment.

    Muru Pops Down

    muru pops down

    Diners were transported a half hour drive outside of Helsinki, then, upon arrival, were given a mining helmet to wear whilst climbing aboard the world’s tallest elevator test tower that took them 262 feet below the earths surface. Once inside the Tytyri Mine, (a still active excavation site), diners were seated at rustic wooden tables and served gourmet subterranean food by a soft underground glow.  The menu included dishes like salted salmon seasoned with cumin with a mustard-aquavit sauce, fennel risotto with escargot flambéed in Pernod, and roasted veal tenderloin and hanger steak simmered in herb stock, served with bearnaise sauce

    muru pops down

    muru pops down

    The Pale Blue Door

    Artist, Tony Hornecker, began the Pale Blue Door as a way to make some extra money, but due to overwhelming popularity he decided to take it on the road everywhere from Glastonbury to Buenos Aires! Although no longer open for business, The Pale Blue Door is one of the most famous and most talked about pop-up restaurants around, with home made food, and an Alice down the rabbit hole aesthetic, The Pale Blue Door created an enchanted eating experience with an abundance of art and theatre

    the pale blue door

    “I wanted to create an installation or experience where people were taken on a journey. I think it achieved that, but it got to that point where it became too much of a business and it was stopping me from doing anything else. People were quite shocked when I shut it down because it was so successful and everyone loved it.” – Tony Hornecker

    the pale blue door

    S.Pellegrino

    During the 2014 Cannes Film Festival, the iconic sparkling water company S.Pellegrino participated by opening numerous pop-up restaurants, all on water!

    Over the four days a fleet of specially designed motorboats were decked out with candle lit tables and served 400 guests food prepared by two Michelin-starred chefs, Alain Lorca from France and Marco Stabile from Italy. This spectacular dining experience was free to lucky festival goers, who were picked at random after receiving a secret phone number that was publicised at ser locations along La Croisette.

    s.pellegrino pop up

    RAW: Almond

    RAW: Almond was a temporary restaurant that was set up over Winnipeg’s frozen Assiniboine and Red Rivers! The pop-up restaurant was created from a heated tent that was made to resemble a shard of river ice and involved the city’s most talented chefs cooking gourmet meals to 30 guests at a time.

    RAW ALMOND RESTAURANT

    Despite the -30 wind chills, the unpredictability of Winnipeg’s winter, as well as diners having to trek across the frozen landscape to reach the venue (meaning that they had to layer up with weather appropriate clothes), the event was a sell-out hit and went on to ‘pop-up’ for a consecutive year.Embracing winter in a positive way as well as celebrating Winnipeg’s food and art communities the event was great for bringing together the community and raises the profile of the city.

    RAW ALMOND RESTAURANT 

    Coca Cola

    With the slogan ‘It’s the little things in life that make us happy’, Coc-Cola launched a campaign to promote Coca-Cola Mini. This idea was playfully translate into a series of mini –kiosks that were installed on the street of five major cities in Germany!

    coca cola mini pop up

    The miniature Coca-Cola kiosks, that also sold a variety of pint-sized goods like newspapers, candy bars, and snacks, made many passersby stop to check the remarkable intervention. This resulted in an average of 380 mini Coke cans per day that were sold from the vending machine — 278% more than a typical Coca-Cola vending machine, according to the ad men.

     

    Pikachi Cafe

    During the summer of 2014, Pokémon fans in Tokyo had have the opportunity to eat Pikachu’s likeness in hamburger, beef curry and mango pudding parfait form. As part of the Pokémon the Movie XY exhibition the pop-up cafe served Pokemon limited edition goods, like postcards, t-shirts and tote bags as well as the themed food!

    pikachu pop up restaurant 

    pikachu pop up

    pikachu cafe

    Movement Cafe Greenwich 

    With thousands of extra visitors expected to use Greenwich DLR station during the Olympic Games, a temporary bike cafe was opened at the Royal Borough’s front door. The building was the most colourful pop-up eatery and performance space to appear in London to date and was designed by artist Morag Myerscough and operated by Greenwich Cooperative Development Agency.

    Movement Cafe Greenwich

    Wahaca

    Made from eight shipping containers, Wahaca Southbank offers panoramic views over the river Thames. The interior is furnished using a variety of new and reclaimed pieces and partially illuminated with sculptures designed to depict numerous phrases that also double as light fixtures.

    wahaca southbank

    The exterior is adorned with colorful murals by street artists commissioned by the Wahaca restaurant chain. Originally an 18 month pop-up there seems to be no signs of it leaving any time soon…

    wahaca southbank

  • Do you have an Omni-Channel Strategy?

    Posted September 22, 2014 By in Vivid Blog With | No Comments Do you have an Omni-Channel Strategy?

    Another month, another marketing term. You may be au fait with ‘Multi Channel’ by now, but now it’s all about the Omni Channel Shopper.

    Here, we take a look at what this means for your brand and how you should be approaching your Shopper Marketing strategy.

     

    The term ‘Omni-Channel’ comes from the Latin “Omnis” which means “Universal”, or “being able to perceive all things”. In marketing language, it means the ability to deliver a brand experience across multiple retail & marketing channels, that is completely integrated and seamless. 

    Omni Channel Shopper, Vivid Brand

    Early this year, Neil Mohan, Google’s VP of display advertising said: “90% of consumers start a task on one device and finish it on another”. This demonstrates a significant change in shopper’s behaviour, from the traditional lineaer Path to Purchase.

    The reality is that shoppers browse and purchase in/on whichever channel is most convenient, wherever they may be at that specific point in time. They may flit between multiple channels along the path to purchase too and they expect to be able to pick up and carry on to their end goal. They do not see different ‘channels,  just one brand, or one retailer and expect an omni-channel experience.

    We’ve spotted two drinks brands who are fully utilising the channels to market their products and offer shoppers a real omni channel shopping experience.

    Hendricks prides itself on being a ‘super premium’ gin and different from its competitors, firstly due to it originating from Scotland and secondly for its unique infusion of rose petals and cucumber. Not satisfied with simply tasting better, Hendricks have also made sure that as a brand, they look noticeably different to their competitors with their Unusual Way campaign.

    The concept of ‘unusualness’ consistently and seamlessly permeats everything they do, across multiple channels and media.

    hendricks gin omni channel

    Despite being brewed and distilled in Scotland, the brand positions itself as English and uses a humorous marketing strategy that embraces all things British and upper crust with the tagline ‘A Most Unusual Gin’. This idea of the eccentric, is embodied in the branding and marketing, from packaging straight out of an apothecary/ curiosity shop to experiential events.

    Hendricks have named their website the ‘Curiostorium’ and it acts as a cornerstone for Hendricks global advertising and marketing campaign which uses digital moving renderings of the illustrations used in the artwork of the Hendricks print ads. Styled as a kind of digital curiosity shop, the site brings together the brands delightfully unusual attributes to deliver a rich visual experience that seems to endlessly unravel more content the longer you stick around.

    Hendricks unusual times website omni channel

    hendricks gin website omni channel

    Hendricks continued their vintage eccentric theme with a series of flamboyant Victorian events. For Hendricks, this is really where they come into their own, and this is partly due to the fact that as an alcohol brand they are limited somewhat by how they can advertise themselves. They have created various events, such as  ‘Voyages into the Unusual’ , Cocktail academy classes, Bartender croquet championships, arts festivals and even celebrated ‘World Cucumber Day’ , (which conveniently happens to fall on ‘Official World Gin Day’ )  to highlight the brands suitability at being combined with this refreshing vegetable.

    curious arts festival hendricks gin omni channel

    Back in 2008, Hendricks teamed up with Selfridges for Valentines Day to create the Kissing booth, an experiential Victorian style booth where customers were invited to have their photo taken. Positioned in the stationary department of the store, as well as used at customer and trade events, the booth was decorated with hearts and flowers and afterwards the image was mounted on a card and presented to the customer along with a single red rose.

    hendricks kissing booth

    All of the Hendricks communications and events seamlessly celebrate the eccentricities of Britishness and follow the ‘unusual gin’ theme, employing multiple channels to spread the word pre-event and post event.

    The Share a Cokecampaign  from Coca-Cola that began in the summer of 2013 is now completely unavoidable due to the fact that it’s taken over virtually every available channel. 

    personalised coke bottle share a coke omni channel

    The campaign began in Australia initially, with Coke offering to swop it’s iconic branded logo script, for a selection of the country’s most popular names.  This was a truly radical move for a brand who’s logo is so tied up with it’s identity and the first time this had been done in its history. A year later the campaign was pushed out world wide, with Coke providing yet  more names as well as the option to order your (unique / special / made up) name online.

    The idea of ‘Share a Coke’ is not only to remind consumers of those people currently in their lives, but also of people whom they may have lost touch with; providing a reason to connect again, share and enjoy a coke together. Underlying this, was of course the desire to increase frequency of purchase and sales.

     

    share a coke omni channel

    Coca-Cola set up a dedicated website for ‘Share a Coke’ where visitors can share a virtual customised bottle with friends or download personalised wallpapers for their desktop or mobile phone, as well as a link to an online personalisation site where customers can order bottles of coke with a selection of more than 500,000 names to chose from. This personalisation service is also offered through their Facebook app.

     

    coke share a coke omni channel website

     

    Since ‘Share a Coke’ launched Coca-Cola have organised lots of pop-up events in major cities and in-store via shopper activation that allowed consumers to instantly print labels featuring their names on Coca-Cola or Coke Zero sharing bottles. This year Coca-Cola created a party pod tour to six locations across Great Britain, which gave fans not only the chance to personalise a bottle but also to visit its Share a Coke selfie kiosk to capture a picture of themselves with their bottle.

    By doing this Coke encouraged not only product purchase and brand awareness, they also actively engage their customers and create ambassadors though their social media sharing. This was also seen in their inclusion of consumers in their offical Vine (see link below) as well as their TV commercials for the campaign that used real people rather than actors. This active engagement with the public helped to give the campaign a more human appeal and take away the corporate edge.

    https://vine.co/v/M0YJFwmj5M0

    Coca Cola use their Vending machines as one of their channels but completely transform it into a device that specifically highlights their brand message. The video below, shows how Coke leveraged Valentines Day to push the the ‘share a coke’ concept, but made it visible to couples only:

    It goes without saying that ‘Share a Coke’ is one of Coca-Colas more noteworthy digital campaigns, with an array of activations to leverage the campaign world wide, across multiple channels and media to deliver a true omni channel experience for their consumers.

    In the last couple of years, ‘ Share a Coke’ could be seen on bus ads, websites, in print media, on the obligatory facebook app, at roadshows and through collaborations with Spotify in Australia ( to encourage customers to share a song or create shareable playlists). The ultimate success of the campaign is demonstrated by consumers reactions and when you see your campaign used to actually propose to another human being, you know you’ve done a good job:

    Vivid Brand, Omni Channel

    Both Hendricks and Coca-Cola  have taken the customer down an omni channel path to purchase across multiple channels by driving awareness of one key overarching campaign, providing engagement using personalised and immersive marketing techniques, encouraging purchase and creating advocacy.  

    To talk to us about developing an Omni-Channel Strategy contact us here

     

  • Waitrose Concept Store Review, Swindon

    Posted By in Vivid Blog With | No Comments Waitrose Concept Store Review, Swindon

    I have to admit to being lured to this store under false pretences: namely because of the much touted ibeacons trial, as featured in Marketing Week.  This is one of a few iBeacon trials going on right now in the UK and I was keen to see the technology in action. In particular, I was interested to see how (and if) the Waitrose app would recognise me as their much valued customer and how the messages and shopper experience might be personalised and adapted towards me (and also towards my companion who was also there for testing purposes). 

    So, I headed off to Waitrose’s new concept food store in Swindon and approached the front door with baited breath; iPad, iPhone (and companions iPhone) clutched in our mitts, eyes scanning the store for beacons, alert for notifactions.

    Waitrose FOS Image

    But nothing happened. Strange I thought. I waved my phone about a lot and checked the app was open, but still nothing. Hmmm….

    It transpired, that despite the article above, there weren’t actually ANY ibeacons there at all. This was because the store’s existing infrastructure and location meant that the wifi signal was too weak for the Waitrose app to work properly and pick up the beacon’s signals  in store. Disappointing. But clearly an important lesson for in store digital (having encountered the exact same problem in Harrods). An onsite recce is critical to check out reception and coverage and to check the need for boosters. Ensuring that your site has the correct infrastructure in place pre-launch should be the first step. (I noticed many iPads with blank screens dotted about the store too and I suspect these fell down for the same reasons).

    Having said all that, the concept store did have much going for it and the friendly Manager suggested I check out some of the unique features in store instead.

    Waitrose Concept Store

    The key difference with this Waitrose store is that it has more of a ‘lifestyle’ shopping approach. Waitrose aim to keep you in store, shopping and happy, by ensuring that the store experience is a pleasant one to be in and stay in, or sit around in. There are multiple ‘Graze and ‘eat in zones’ whilst you shop at the Deli Bar, Patisserie, Cafe & wine zone, or the canal side outdoor cafe, as well as a ‘Coffee everywhere’ system (free coffee for Waitrose card holders).

     Waitrose Concept Store

    ‘Platters’ (like tapas boards on slate basically) are also available all over the store. You would definitely not starve or die of thirst here, that is for sure. You could potentially get a bit tipsy though.. but more of that later…

    It’s all very woody and ‘natural’ from the outside and this themes continues throughout the whole store, with an emphasis on natural materials.

     Waitrose Concept Store

    As you come into the store, the organic, fresh and spacious nature hits you first. The front of store is currently dedicated to an Apple Festival promotion and features  and attractive curated display:

    Their signage is a cut above the usual and themed to fit in with the Apple festival theme at FOS:

    Waitrose Concept Store

    The Juice bar is a feature that the Manager seemed particularly enthralled / excited by. This could have been a lovely feature to re-inforce the natural theme and even generate real fruit smells, but unfortunately the fruits on offer seemed to be rather uninspiring  / non exotic oranges and apples and an imprisoned Pineapple (yawn). Maybe this is an innovation in Swindon, but to a world weary Londoner, where Juice bars can be found on every corner, this was rather unenticing.

    Scan and shop on the other hand is a welcome innovation.

    Waitrose Concept Store

     

    As you come inside the door, Shoppers can collect a Quick Check scanner and simply scan everything that enters their basket for a speedier checkout. Integrating this with customers’ Partnership cards means Shoppers can pack as they go too and instantly pay. No more long boring queues!

    The store is peppered with some great occasion marketing – linking purchases to real lifestyle moments:

    Waitrose concept Store

    This seem like a bit of an over promise for the Cereals aisles however ;)

    Waitrose concept Store

    Right at the back of the store is The Wine & Spirits Experience zone and what a shame, because this is probably the best part of the store. Here the ‘grazing’ / try it out ethos truly comes to life and you come away feeling like someone real has actually spoken to you about a product and imparted and helped decision making, with knowledge, expertise, passion and personality. It’s only when you leave that you realise how unusual this  experience actually is in in modern day retail. (but that’s another blog!)

    Waitrose concept Store

     

    The large bar style wooden table in the wine zone was was laid up for food and drink. Here you could munch on the famous ‘platters’, try one of 3 wines of the day and generally engage and interact with a very jolly, helpful and expertly trained specialist.

    Waitrose Concept Store

    I enquired about an unusual gin that I could give as a gift to a gin afficionado and was offered a gin sampling. The specialist swirled it about in the glass with a hunk of ice, encouraged me to sniff it to smell the rosemary notes and allowed me to taste. I left convinced that I reeked of gin and everyone who passed me by would get a whiff and assume I was an alcoholic. It felt slightly shameful, yet wonderfully decadent and I’ve since added this to my next online order.

    Waitrose Concept Store

    The specialist can recommend drinks to go with in house platters and I learnt that wine tasting / drinks tasting was available at the wine bar from 6pm every night ! (so much better than free coffee!)

    The actual displays for drinks were great. Clear information and well displayed:

    Waitrose Concept Store, Swindon

    Feature zones in beer, highlighted key brands worth trying with a great story and description. These were backlit, to show the colours of the beer contained.

    Wines were either arranged by flavour or by regions:

    Waitrose Concept Store, Swindon

    Back lit panels behind the spirits worked effectively to show the colours of spirits, enhance the packagin and create a ‘bar’ feel:

    Waitrose Concept Store, Swindon

    A Vodka  promotion came with a leaflet that had a ‘Vodkas of the world’ game. I was offered the opportunity to start the game in store with the wine & spirits specialist (great idea to get Shoppers to try new brands from around the wold). It was nice to see different Vodkas in the promotion too – not your usual brands.

    Overall this was a move on from a typical Watirose. However I couldn’t help but think this store sat halfway behind the current Waitrose and World Foods. I’d like to see Waitrose go further, be braver, integrate more digital (that works) and develop the interactive, personable side of the sell & close. Waitrose could be the Apple of grocery.

  • Food & Drink Innovation

    Posted By in Vivid Blog With | No Comments Food & Drink Innovation

    The world of food and drink is full of creative opportunities for innovate presentation & marketing.

    We have curated a list of the top food & drink innovators who are delivering something extraordinary:

     

    #1 Microgarden

    This indoor growing farm is made from reusable waterproof material, which folds into a self-contained greenhouse.

    micro gardenmicro garden

    The incubator uses transparent seaweed based agar-agar gel as a growing medium which the roots absorb moisture from. This means that the garden is completely self-contained and also allows the home farmer to see and experience the whole growing process, as through the clear gel it is clearly visible to see the seeds sprout to the growth of the roots!

     

    #2 Ziferblat

    Ziferblat is London’s first pay-per-minute cafe, based on a Russian chain where ‘everything is free, except the time you spend there’ .

    Ziferblat

    The name which translates to ‘clock face’ in Russian, explains the time keeping idea behind the chain. Upon arrival the guests take an alarm clock and note their start time, then keep it with them  before clocking out at the end. There is no time limit and guests can consume any of the complementary snacks and coffee or even use the kitchen to prepare their own food. A great idea, in a city where lots of residents work on the go, this way they can sit guilt free, knowing that all their time in accounted for. 

    Ziferblat

    #3 Silo

    The first zero waste restaurant will open in Brighton in the September of this year. As a reaction against the amount of waste we produce, the founder wanted to create a place where nothing is thrown away and only locally grown, seasonal food is served. Flour will be milled on site, and toilets will be flushed using waste water from coffee machines.

    silo eco cafe brighton

    #4 Samba, Camden

    Using psychedelic colours and ambient lighting, the Camden branch of this self-service frozen yoghurt chain, have employed intereactive LED lighting  to help refresh it’s brand identity and deliver a brazillian, carnival experience.

    samba yoghurt bar, camden

    Intersecting strips of LED lights cover the stores walls, ceiling and floor, pulsate according to the rhythm of the music. They also respond to customers as they activate sensors while serving their own yoghurt.

    samba yoghurt bar, camden

    samba yoghurt bar, camden

    #5 Farmers Fridge

    Farmers Fridge sells fresh, handcrafted salads via inner-city vending machines in the Chicago area. These healthy convenient meals are prepared by chefs from scratch every morning and stocked in recyclable jars in machines around the city (that have recycling bins built in for used jars!).

    farmers fridge

    farmers fridge

    Any jars left over towards the end of the day are discounted or donated to a local food bank! This is a great way to grab public attention and make eating healthy/ being eco-friendly easy and convenient for those with busy lifestyles.

    #6 The New York Bakery Co. 

    Vending machines are a popular way of promoting a new product and can be seen here in a guerilla marketing stunt by The New York Bakery Co. who found that the traditional lunch hour is becoming a thing of the past for busy Brits, with many spending just twenty minutes or less eating their lunch each day.

    new york bakery bagel vending machine

    To offer a solution to their increasingly 24/7 lifestyle, the company revealed an arcade-style ‘Bagel Grabber’ in London’s Hoxton Square, which dispensed free bagels around the clock. The machine allowed users to maneuver the grabbing arm and pick up their choice of plain, cinnamon & raisin, or sesame bagels.

    new york bakery bagel vending machine

    #7 Handy by Flora

    This web page by Flora allows cooks to play, pause and, rewind recipe videos without touching the screen. By just swiping their hand over a webcam, the cook can control the device, meaning screens and keyboards are kept clean.

    A useful and thoughtful app, that helps cooks to associate cooking with Flora.

    handy by flora

    #8 Ping Pong

    To celebrate Chinese New Year the restaurant chain Ping Pong launched colour changing chopsticks that revealed the fortune of diners by responding to their body heat. 

    ping pong colour changing chop sticks

    #9 Selfie Toasters

    What better way to surprise your partner, than by presenting them with a lovely slice of toast branded with your image, alongside their boiled egg?

    Now you can submit your photos to Burnt Impressions and get your custom toaster made and shipped and ‘burn’ yourself into toast every morning.

    #10 Photonic Chocolate

    A Swiss startup called Morphotonix has developed a way to print holographic rainbow patterns onto chocolate.

    Chocolate is placed into a special metallic mold, where refractive microstructures are printed on the chocolate’s surface. This process creates beautiful images, such as rainbows. This method works on both milk and dark chocolate, but not other types at the moment. Morphotonix is currently looking for a German manufacturer to partner with so this rainbow chocolate can be manufactured.

    Morphotonix

    #11 Drinkable Book

    Designed for the ‘Water is Life’ charity, this book filled with text that will inform people in the developing world about the dangers of dirty water as well as being printed on paper that filters out 99.99% of bacteria.

    the drinkable book

    the drinkable book

    the drinkable book

    #12 In Vitro Meat

    While still in the research stage, many believe that in vitro meat could become the most efficient and humane method for satisfying the world’s meat cravings. By taking cells (painlessly) from live animals, In-Vitro meat is then created using tissue engineering technology. A process that theoretically would be efficient enough to supply the global demand for meat whilst having significant financial, health, animal welfare and environmental advantages  

    in vitro meat

    #13 Loliware

    Frustrated by the amount of packaging discarded and filling up landfills, designers at Loliware have created cups that can be eaten after use! Made from agar, a seaweed-based gel the glasses are designed to look good but also taste great too!

    edible glasses

    edible cup

  • All hail Lunchbox Dad

    Posted September 21, 2014 By in Vivid Blog With | No Comments All hail Lunchbox Dad

    Whilst we grown ups know that fruit and vegetables are an important part of a healthy diet, convincing kids that eating healthily can be fun and tasty can be a challenge.

    Awesome dad, Beau Coffron, AKA ‘Lunchbox Dad’, took it upon himself to make the foods he wants his kids to eat, artistic and fun! Turning regular foods into storybooks and movie characters, his daughter gets a new surprise every time she opens her lunch box.

    This is a great example about how the presentation and delivery of food can change the way it is received. Effective consumer marketing at it’s best!

    Here we present a countdown to our favourite lunch boxes for your enjoyment:

    #10

    lunchbox dad

    #9

    lunchbox dad

    #8

    lunchbox dad

    #7

    lunchbox dad

    #6

    lunchbox dad

    #5

    lunchbox dad

    #4

    #3

     lunchbox dad

    #2

    #1

  • Fabulous Food Packaging

    Posted September 18, 2014 By in Vivid Blog With | No Comments Fabulous Food Packaging

    3 in 4 buying decisions are made by consumers at the point of purchase. With fewer opportunities available for branded instore POS accross EMEA, it is crucial for product packaging to have maximum shelf presence and interrupt the shopper.

    Great packaging should capture the shopper’s attention, delight and provide the right information to close the sale.

    In this packaging gallery, we present packaging that has taken a packaging concept and structure to the next level:

    Olive Oil Packaging

    Swedish design practice, Tomorrow Machine came up with a series of food packaging that is both pleasing to the eye and the environment. This container for olive oil is made from caramelised sugar and sealed with beeswax. To get to the contents you must crack it like you would an egg, and after use the packaging can be dissolved in water -- so no waste what-so-ever! 

    olive oil packaging

    Oil Package

    Tessert

    Inspired by the Chinese tradition Yum Cha, which involves drinking tea and eating dim sum, Teassert features dim sum-like packaging that holds two types of tea (Pu-Erh and Oolong) and roasted peanuts and dark melon seeds — snacks usually eaten during Yum Cha!

    fabulous food packaging

    fabulous food packaging

    Hexagon Honey

    Taking on the pleasing geometric form of the hexagon, the design of the individual honey jar is simple, clean and shows the naturalness of the product.  

    fabulous food packaging

    Details such as a pretty wooden honey dipper that is built in to the lid, makes the product more aesthetically pleasing as well as making it easier to use.

    hexagon honey packaging

    When stacked on shelf together, the jars create the effect of a honeycomb.

    HEXAGON HONEY

    hexagon honey packaging

    L’illusionniste by Anthony Guex

    A illusionist inspired packaging design that seemingly contains one jar of jam but can be ‘sawn’ in half to reveal two!

    illusionist jam

     

    illusionist jam

    illusionist jam

    illusionist jam

    Vilpuri Bread

    Fun bread packaging from Finland.. Better eat that food before it eats you!

    fabulous food packaging

    Pietro Gala Pasta

     This premium brand pasta, uses creative packaging to help it stand out in a category that is traditionally ruled by own brand. Featuring a cartoon chef with a cut out torso that allows a clear sight of the product inside.
     
    fabulous food packaging

     pietro gala pasta

    Blabber Mouth Biscuits

    Clever use of the opening in the packaging makes it seem like you are taking biscuits out of an open mouth!

    fabulous food packaging

    Juicy Juice fruit juice

     A fun twist on the regular shape of juice cartons, that represent the natural form and taste of what is inside. A brilliant way of standing out on the shelf amongst competitors.

    fabulous food packaging

    Beijing Buffet Fortunes

    These beautifully designed fortune cookie dispensers are available as a collectable set of 12. Featuring the animals of the Chinese zodiac, whose mouth opens to reveal the fortune cookie inside!

    fortune cookie food packaging

    fortune cookie packaging

    Sassafras Animal Baking Packaging

    These home baking kits by Sassafras are designed to appeal to kids as the interactive packaging can be transformed into an animal hat making the whole baking experience multi-dimensional.

    sassafras animal cookie packaging

    sassafras animal cookie packaging

    Butcher’s by Kei Meguro

    This packaging emphasises the source of the meat by using clever graphics and a window at the front of the packaging, allowing the customer to clearly see the product they are buying.

    Natural colours and clear organic labelling make this cut of meat stand out on a shelf that is otherwise dominated with uninspired cling film & polystyrene wraps.

    butchers meat packaging

    meat packaging

    Cake Packaging

    This cute oven packaging draws on the trend for all things retro! The charming design simulates a small retro open with just enough room for a single cupcake, adding personality and to an item often gifted rather than bought for own consumption.

    cake in oven packaging

    cake in oven packaging

    Coca-Cola Share a Can

    A promotional item by Coca-Cola that were handed out from their ‘Happiness Trucks’,these two-part soda cans that can be twisted and separated into two so that you can keep one half for yourself and share the other with your friend. A literal extension of the brand’s global “Share Happiness” concept!

    coke share a can

    Not strictly packaging BUT…  

    BOH

    To show off the calming effects of their chamomile tea, Malaysian tea company BOH used edible ink in a rather novel way. BOH printed symbols of stress with the edible tea ink on each bag. The pictograms included aggravating icons like thunder, erupting volcanoes, and angry bears. However, once placed in hot water, the tea bags’ imagery transformed into their calmer selves. What was once a fiery message became a smooth chat box, and menacing vultures evolved into song birds.

    While most tea bag companies plaster inspirational quotes and yoga zen mantras on their packaging, BOH’s strategy is a smart way to market how calming their products can really be.

    fabulous food packaging

     

    For even more fantastic examples of packaging, check out our Pinterest page!

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