Taste.com.au’s Taste Planner tool has teamed up with Val Morgan Outdoor to showcase its service, along with dedicated brand ambassadors ready to demonstrate how the tool can be useful for you.
Planned and bought out of media agency UM, the campaign saw various aspects of the meal planning tool upon Val Morgan Outdoor’s 90 inch digital panels positioned outside supermarkets.
Taste Planner was launched at the beginning of this year and helps users plan their meals for one to 28 days, depending on their budget and time restraints.
“By setting up the activation near supermarkets, were able to reach consumers on the path the purchase,” Diana Kay, NewsLifeMedia’s marketing director, said.
“To be able to demonstrate Taste Planner just before consumers began their food shopping allowed us to engage with them and demonstrate the great benefits of the service. The activation created a positive experience for our Grocery Buyer market and further enhanced the Taste.com.au brand with shoppers.”
Matt Bushby, Val Morgan Outdoor’s director of digital and innovations, added: “Val Morgan Outdoor’s point of difference is not only our 100% digital network but also importantly the proximity of our digital screens to supermarkets.
“This really allowed us to demonstrate the product and the benefits of planning to drive awareness of Taste Planner.”
By placing the TVC within shopping centres and on the giant digital boards, Taste.com.au is able to influence customer directly while they shop.
The campaign will run nationally in shopping centres across the Val Morgan Outdoor network with the activation in key locations in NSW and Victoria.
Check out the reaction in the video below.
The meal planning tool is another example of how Taste.com.au has expanded and integrated various platforms in recent years.
Moving against the publishing trends, NewsLifeMedia announced the extension of Taste.com.au to a print magazine in April last year, with the magazine hitting the shelves last September with a $3 million marketing campaign.