In the first three quarters of this year, the local food retail market grew by 4% compared to the same period in 2023, in contrast to the stagnation recorded in mature Western European markets. Mainly, the engine of this evolution is represented by the increase in the purchasing power of Romanian consumers and the continuous decrease in inflation. According to the GfK Purchasing Power 2024 study, the purchasing power of Romanian consumers increased by 8.5%, above the European average of 6%.
For Bonduelle Romania, the leader in the category of canned vegetables and one of the main players in that of frozen vegetables, the current market context represents an opportunity to strengthen its position and develop in the local market.
“From a business perspective, we are in a good strategic position right now,” say Roxana NanescuMarketing Director Bonduelle SEE. “The FMCG sector is growing on the back of slower but high-impact developments such as changes in food preferences and consumer behaviour. Thus, in the period October 2023 – September 2024, Bonduelle recorded increases of more than 5% in volume in the category of canned vegetables, compared to the interval October 2022 – September 2023. The assortments with the highest increase in the same interval were beans, peas and corn, which also represent the largest share of the total sales volume in the category.”
Consumer benefits: prizes and product tastings
In order to support the positive evolution of sales, this autumn Bonduelle is running a national marketing campaign that relies on the assets that brought the French group the leading position in the canned vegetables category: a portfolio of quality products, a strong, open distribution including towards emerging channels with high growth potential, and a brand associated with quality, innovation, sustainability and promoting the food transition towards a balanced diet.
Run under the slogan “I feel lucky. I eat vegetables – I only have to earn”, the campaign is carried out at national level, being displayed on the shelves in supermarkets and hypermarkets in the main cities of the country, and in the online environment, including through e-commerce channels, with visual executions displayed directly in delivery platform applications. In the digital environment, the campaign is also carried out in the form of display advertising in Google, as well as through posts and targeted advertisements in social media and on YouTube. The communication mix is complemented by an influencer marketing component, to reach a younger audience segment and to position the brand as dynamic and innovative through content creators.
“When we talk about campaigns that target a large audience, the communication and content mix must necessarily take into account the opportunities that the online environment offers”, say Alexander IonDigital & Communication Manager Bonduelle SEE. “Because they usually have the advantage of precise targeting, digital media are ideal for exposing consumers to campaign messages before they reach the store and constantly reminding them of it. Moreover, online marketing is already an established component in Bonduelle campaigns in Romania, in line with our strategic orientation towards innovative solutions.”
This autumn’s campaign, carried out nationally both in large stores and in traditional trade, benefits from different mechanisms, adapted to each type of consumer.
Thus, between November 1 and December 12, all customers who purchase Bonduelle products worth at least 29 lei on the same tax receipt can enter the contest with the receipt number and the name of the store where they made the purchases, by SMS to the number 3789 or on WhatsApp at the number 0723938759, to participate in the prize draw.
The big prizes offered are two sets of household appliances worth 3,500 euros each. Also, within the campaign, 6 weekly prizes are offered, each consisting of a 1,000 euro holiday voucher, as well as 42 daily prizes, each consisting of a culinary kit with Bonduelle products and kitchen accessories (set of plates and towel kitchen).
In addition, in several of the participating stores in the country, Bonduelle also organized a series of tasting sessions for buyers this month, with several products, two of which were newly launched on the local market: Young Pearespectively Premium Corn.
“The current campaign continues Bonduelle’s strategic line of communication, emphasizing both the benefits of vegetables and the benefits of a balanced or flexitarian diet, in which plant foods have an important contribution, especially during the fasting period, when consumers turn to canned vegetables or frozen”, say Roxana Nanescu.
“The business objectives are to increase sales and frequency of purchase for canned vegetables as well as the frozen category, taking advantage of the fasting period, when consumers are more inclined to look for healthy and easy-to-prepare food options,” explain Roxana Nanescu.
As marketing objectives, the campaign aimed to generate engagement and interactions with customers, both on the shelf and through tastings and through social media platforms, delivery applications and digital platforms of partner stores.
A multi-channel campaign
“Romanian consumers continue to pay attention to the price and the benefits they receive from brands, which is why we thought of a campaign mechanism with national coverage and practical prizes, which respond to real consumer needs”. say Andreea IonițăBrand Manager Bonduelle Romania. “Marketing strategy must associate sales goals with brand visibility goals. Thus, we developed a multi-channel campaign to increase brand visibility, to stimulate sales and to offer consumers the direct experience of our products, through tastings.”
Online platforms, a new communication channel
According to him Alexander Ionthe diversification of distribution channels in the online environment ensured them an important place in the marketing strategy and in communication with the public.
“Major players in food retail are already considering these types of channels as another touchpoint with consumers, adapting their marketing mix and messaging accordingly. In a rapidly developing environment, with an increasing number of consumers making their purchases online, Bonduelle’s partnerships with key players in the Romanian e-commerce market represent an important stake in our communication strategy and at the same time contribute to increasing brand visibility.”
Campaign with prizes and in traditional retail
Also this autumn, Bonduelle Romania also carried out a marketing campaign in traditional trade stores, in which all those who purchase a can of White Beans 850 ml and another Bonduelle frozen product receive a bag on the spot, at the cash register for shopping.
“Consumer typology, consumption habits and preferences are slowly changing”, explain Andreea Ioniță. “In traditional commerce, where the purchase decision is often made at the shelf, consumers prefer useful and tangible prizes, which I receive on the spot. Overall, this immediate win brings brand favorability, rewarding consumer loyalty. At the same time, instant prizes can build relationships with new consumers as they contribute to brand recall.”
Thus, he says Roxana Nanescu, “this instant prize campaign also targeted other specific objectives, such as customer loyalty and increasing brand awareness by offering a shopping bag as a prize, which brings exposure through its repeated use by consumers. By implementing the two campaigns carried out simultaneously both in large store chains and in those in traditional trade, we are thus able to address an extended audience of consumers, adapting our messages and approach according to the specifics of each sales channel.”
The end of the year is traditionally a good time for sales in food retail, which peaks especially around the holidays, when shoppers are more open to promotions. This is also the season when many consumers are looking for alternatives to hearty meals, but without meat (especially during Lent), or with a higher intake of plant foods.
“Frozen vegetables are perceived as quick and convenient solutions, especially during the cold season, when hot dishes are preferred. White Bonduelle beans, for example, are one such traditional ingredient, being preferred by many consumers thanks to its versatility and affordable price,” say Andreea Ionita.
The Bonduelle mission is to inspire a plant-based diet to contribute to the well-being of people and the planet.
Together with partner farms, we are constantly innovating to offer high quality products while protecting the environment.
Started as a family business in France in 1853, Bonduelle is today a trusted brand chosen by people in nearly 100 countries.
Source: www.iqads.ro
