Gives brands attention

Sunny’s Breakfast Bar

Sunny’s Breakfast Bar

Zonnatura

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Zonnatura is a well-established food brand in the Netherlands and known for its natural and plant-based products. However, the company’s image is dull rather than hip and consumers are not aware of the large variety in the Zonnatura product range. Now that biologically food is so common and Zonnatura could well be the inventor of this trend, the challenge was to position Zonnatura products as tasty as well.

 

Zonnatura hopes to become a more accessible brand by freshening up its image. Glasnost took on the challenge to give new impetus to the brand and to get Millennials (a target group we are very familiar with) excited about the products. The focus was on the recently launched Dark Chocolate Muesli: ‘so tasty it makes you want to have breakfast all day long’.

Objectives

  • Promote the Zonnatura brand to a wider audience
  • Make the Zonnatura products synonymous with 'tasty'
  • Introduce the new Dark Chocolate Muesli

Strategy

Because a fast mover product is not newsworthy (in the 3M model: message), Glasnost created the concept 'Sunny's Breakfast Bar': an exclusive all-day breakfast pop-up in the middle of the Amsterdam Pijp. We partnered up with well-known authority in the field of healthy nutrition Nina Pierson, known for the wellness blog Bedrock.nl and the successful chain SLA. In Sunny’s, bloggers, influencers and consumers could try the Zonnatura products, and in particular the new muesli, in a different setting. The store was like a 'live press release'. With a unique combination of free publicity, influencer marketing and native advertising, Sunny's Breakfast Bar created additional attention for the Zonnatura brand and the new muesli.

Grand opening

Sunny’s Breakfast Bar was opened with great fanfare on 24 January 2018. Ten famous influencers followed a boot camp led by Rico in nearby Sarphati Park. The group included the editor in chief of Women’s Health Milou Turpijn and founder of The Green Happiness website Merel von Carlsburg. After the exhausting workout session in the park, the hungry lot became the first guests at Sunny’s Breakfast Bar. Together with Nina, they created their own well-deserved muesli breakfast bowls.

 

Amsterdam newspaper Het Parool was the first media outlet to send a crew to report on Sunny’s grand opening. Later that day, interviews with Rico Verhoeven and Jeroen Mustert (GM Benelux at multinational food company Wessanen) followed on other media outlets, such as BNR news radio, national newspaper De Telegraaf and trade journal DistriFood.

 

In the early evening of the same day, Sunny’s opened to the public , serving up natural, plant-based food and drinks. Among the fifty or so guests that filled the breakfast bar were TV-programme ShowNieuws and women’s magazines Viva and Grazia.  The opening of Sunny’s was a fact after a dynamic Q&A session and a nerve-wrecking stare down between Rico Verhoeven and Jeroen Mustert.

Three weeks of breakfast

The all-day breakfast bar was open to the public for three weeks. During that time, Glasnost rolled out its strategy to promote both Sunny’s and the Zonnatura brand to the general public in the Netherlands.

 

Influencers were invited for a full breakfast at Sunny’s and press kits were sent out to enable other influencers to create their own muesli breakfast bowls. The kits included Zonnatura products, creative recipes by Nina and Rico and a limited edition Sunny’s Breakfast Bar bowl.

 

In cooperation with Glasnost, media agency Mediascience and content marketing agency WPK created a native advertising campaign. In this campaign, ‘elastic native advertising’ was used to target site visitors with specific editorial content about Sunny’s and the range of new Zonnatura muesli.

Results

The cumulative reach of the campaign totalled 15,115,000 views on TV, radio, online, print and social media. The campaign scored a combined media value of € 544,467.

 

Sunny’s was mentioned in a feature on ShowNieuws and in articles in De Telegraaf and Het Parool. Additionally, a plethora of items about Sunny’s appeared were posted on social media by, among others, Yara Michels (editor in chief of Linda magazine), Teske de Schepper (blogger) and Romy Boomsma (celebrity wife and instagrammer).

 

In the three weeks that Sunny’s was operational, the pop-up breakfast bar served up to 1,000 meals, averaging 50 breakfast bowls per day. Native advertising on lifestyle platforms such as NSMBL, Culy, Bedrock, Manners and Famme reached another 87.594 people.

Credits

Consultant:
Account Executive:

Result

€ 544,467PR value
15,115,000Reach
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