Supermarket shoppers: if they’re not laughing, they’re crying
At a time when a grocery receipt can make you want to cry, there’s an alarming lack of FMCG campaigns that make you want to laugh.
Humour, at least in this category, in our local market, is out of style. But, isn’t laughter, especially in the supermarket, what we all need right now? Michael Barnfield, creative director at Saatchi & Saatchi Australia, explores.
Michael Barnfield
Hands up who’s been here. You’re at the supermarket checkout, trolley full to the brim, with your heart in your mouth and one eye on the display screen. You watch the total climb upwards and upwards. The bill is starting to look like a house deposit now. Until finally, with trembling hand and tears in your eyes, you tap to pay and swear you’re never coming back.
Of course, same time next week, you’ve returned with determination to play it smart. But exactly how are we meant to drive our grocery bills down? We could buy fewer items. Or swear off the branded goods we love so much and get into bed with home brand alternatives.
Supermarkets are starting to promise they’ll make everyone’s decision-making easier, in one instance removing “duplication” across stores to the tune of 2,500 products. That’s 10% less choice for consumers, and consequently less space for brands to compete for.
To appropriate some very appropriate Morrissey lyrics, maybe it’s time for “brand managers of the world to unite and take over.” By fighting back with a weapon that can defend their place on the supermarket shelf and win the hearts of fickle customers – humour.
At a time when a grocery receipt can make you want to cry, there’s an alarming lack of FMCG campaigns that make you want to laugh. Humour, at least in this category, in our local market, is out of style. But isn’t laughter, especially in the supermarket, what we all need right now?
When there’s sameness across the shelves, digging around for difference could lead you to a strategic dead end. The same goes for purpose, which can come across as serious in the most serious of times.
Look hard enough and you will find local brands that buck the trend and are funny. Those that do it best have made it their go-to and have reaped long-term rewards because of it.
Michael Barnfield
Ever since Sam Kekovich first waged war against un-Australianisms, The Meat and Livestock Association have had us laughing at ourselves while we’re shopping for lamb for our national day and beyond. Or what about ALDI, whose offbeat approach proves that Australians aren’t afraid of or offended by brands that are happy to be a little bit out there.
By and large, our local industry is too eager to play it safe. It doesn’t have to be that way. Just look at what’s happening overseas for a reminder that there are brands willing to risk it for the biscuit. Here’s my top five examples to check out (no supermarket puns intended).
1. Marmite: Marmite Smugglers (UK)
Here’s a brand with a long history of going for the funny bone. For this most recent instalment from their “love it or hate it” platform they went on a recruitment drive for people to ship Marmite to Brits living overseas.
2. Vogel’s: Bready Wear (NZ)
Do you need to take multi-grain bread with you when you travel? Probably not. If you love Vogel’s, would you be keen to try on purpose-made outerwear with pockets that help you sneak more onto the plane? For sure.
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3. Ocean Spray: Power Your Party (USA)
Here’s a product demonstration so wrong that it’s right. Add cranberry juice to the punch at your next family gathering and watch your guests go into a spin.
4. Tango: Tango Bust (UK)
Somebody was brave enough to compare their soft drink production to a drug lab, then show us what happens when you’re exposed to the new Dark Berry flavour. Oh boy, you know when you’ve been Tangoed.
5. Kit Kat: Break Brothers (USA)
This campaign transforms the product into four tough guys ready to defend break time at any cost. Well played. They are distinctive brand assets personified, with years of mileage in the tank.
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