Page 12 - Food & Drink Business Nov-Dec 2019

LIVE REPORT
“ Bravery entails risk... Being brave is not about putting your brand in jeopardy, it’s about finding something that is right for your brand at the right time in the right environment.”
US-based Blue Diamond Growers’ product Almond Breeze, is a player in the alternative milk sector that recently launched in Australia.
It is also a Daylight Agency client that Gray presented as a case study to LIVE guests.
Gray explained that the local Blue Diamond team, working with Daylight Agency, “defied the US parent company to a great extent” for its Australian campaign. Daylight created the messaging “Breeze the Day” for Almond Breeze to tap into the Australian market, inspired by localised phrases such as, “that should be a breeze”.
“The US thought the local team was crazy as their visuals always showed people in kitchens consuming the product,” said Gray.
“But the local team prevailed and there’s been a dramatic increase in sales – about 200 per cent – in the last 12 months.
“Almond Breeze is now the fastest growing milk in the
grocery sector, and has 32.5 per cent market share.”
EXPERIENTIAL RE-ENGAGEMENT Matthew Hurle, co-founder of brand activation platform Brandcrush, was the third speaker for the morning, sharing with the audience how his company is helping brands go beyond a Google click and reach consumers where they live, work and play.
Experiential marketing is a $100 billion industry gaining momentum, Hurle said, “because in this digital world, we humans are craving physical interactions”.
Hurle revealed 73 per cent of consumers are likely to buy a product after trying it, while 60 per cent of people will pay more for a brand after experiencing it first-hand, and 59 per cent of consumers tell their friends after receiving a free sample.
“Our platform connects brands with a network of
ABOVE: Food & Drink Business and PKN publisher Lindy Hughson watches an animated Chris Gray during question time.
OPPOSITE TOP: Food & Drink Business editor Kim Berry (right) moderates the panel.
OPPOSITE BOTTOM: Experiential marketing is a $100 billion industry gaining momentum, said Brandcrush co-founder Matthew Hurle, “because in this digital world, we humans are craving physical interactions”.
Traceability, productivity and efficiency comes with 100% visibility across every location and system in your supply chain. You need to know more than just where your product came from and who you sent it to.
GS1 Australia provides the building blocks for your company to move with the times and grow with demand.
We do our thing, so you can do great things
www.gs1au.org
12 | Food&Drink business | November-December 2019 | www.foodanddrinkbusiness.com.au