About this project
Ngati Porou Seafoods developed a sustainable smoked fish product range named Ahia and took it to market through major chain supermarket stockists across the North Island of New Zealand.
I worked on the digital component of the brand from the early days of launch in the market and were lucky enough to grow with the brand as stockist numbers and orders increased.
The challenge for us with Ahia was supporting a product within a category on the shelves in a stockist where there is no control over the buyer's decision at the point of purchase.
With the product being sold purely for stockists it was crystal clear that the investment of Ahia’s advertising digital dollar was best suited to a brand strategy.
The first objective was of course to establish awareness and recognition in the market but also a secondary objective was equally important and that was supporting new stockists (B2B) to move the product. The long term result of providing this support via digital channels would help secure reordering for these stores.
With complex brand objectives we executed geotargetted ads and crafted copy and design creative specific to audiences within a radius of stores. This helped grab attention of shoppers and let them know to look out for the new product at their local supermarket identified in the creative. This strategy helped to advertise in store promotions for the brand as well.
View a week snapshot of results of some campaign in the images of this project.
