A weekly digest of the most important stories and ideas in advertising and media, from our colleagues at Marketing
Other Items of note from Marketing:
Loblaw’s President’s Choice label has launched a campaign to publicize the fact that its products now contain no artificial flavours or colours. The TV and print ads reference the natural vibrancy of food and suggest nothing more is necessary:
“We thought it was just a simple way of explaining the thinking behind the no artificial flavours and colours initiative,” [John St. creative director Angus Tucker] said of the campaign. “Which is that food is beautiful all on its own, and wherever possible, let’s maintain the purity of it. We were just trying to bring out the natural colour and wonder and flavour of food in its natural state.” Variations on the tagline in the print ads include “Green is green enough,” and “Red is red enough.”
Last week also saw some of the top YouTube stars converge in Toronto for the Buffer Festival, an annual conference about all things YouTube. With Google’s video-streaming site being an increasingly crucial venue for marketers, Marketing assembled a list of four YouTube accounts that all CMOs should have on their radar, such as AsapScience:
AsapScience has the scientific answers to seemingly silly questions like, “Are Silent Farts Worse?” and “What If You Stopped Drinking Water?” The channel busts myths in collaboration with its sponsor, General Electric. GE linked the video to its neuroscience reports, using the 3.5 million views to promote the project. It also used the video as content, publishing it, for example, to its Tumblr page.
Finally, Walmart Canada is launching a new baby registry to tap into the lucrative new-mom market. The big-box retailer found that new parents were already shopping in their stores, but had no easy way to get friends and family to help out with necessities without going to a higher-priced competitor. Promotion of the new registry, which people set up through walmart.ca, is happening almost exclusively through the web:
Walmart is promoting the baby registry primarily through online ads, SEO and mom blogger outreach. “We know that moms are so heavily focused on digital, whether they’re Googling ‘I’m pregnant’ or what they need to set up a baby’s room,” said McConchie. “[We want to ensure] that Walmart pops up within that search, but also that Walmart is in those social mom network groups because that’s a huge influencing spot. We’re definitely dialing up our digital and online presence so we’re top of mind when it comes to all things baby registry.”