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The Out of Home communications industry is predicted to show some recovery in 2021, according to a recent Kinetic Viewpoint event
OOH industry to recover ground in 2021
The Out of Home communications industry is predicted to show some recovery in 2021, according to a recent Kinetic Viewpoint event.
KINETIC, the specialists in Out of Home (OOH) communications for brands, recently hosted an industry seminar to look at the OOH industry in 2021, after a difficult year in 2020. The virtual event highlighted the changes in audience behaviour as a result of the Covid-19 pandemic and the need for flexibility and agility. As experts in audiences on the move, Kinetic has invested heavily in research and behaviour analysis tools to provide effective OOH solutions for brands. In 2021, investment in existing networks and new format developments will be a key contributor to growth. Despite a very challenging environment, media owners have continued to invest and show confidence in the industry. According to Kinetic, industry forecasts show incremental growth over the next couple of years, and by 2023, spending should be back in line with 2019 figures. Aoife Hudson, Deputy Managing Director at Kinetic, spoke about the role of OOH in this key growth period:
• OOH builds broadcast reach but can do so in a dynamic and agile way, increasing the effectiveness of communications. • In an uncertain world, brand fitness and trust signals are vital.
OOH can play a key role in strengthening brand metrics such as trust, popularity, success and importantly, purchase intent. • OOH can build connections between our audiences and local communities. As audiences are proactively supporting local businesses, this provides an effective hook for brands to create powerful moments with their audiences.
Identifying trends in audience movement
Caroline Decourcy, Insights Director at Kinetic, looked at the importance of audience data, to identify trends in audience movement throughout tiered restrictions. Despite being in a similar situation to the restrictions last April, the OOH audience has not declined at the same rate. Research carried out by Kinetic Insight (Source: Kinetic Insight, Changing consumer behaviour 2020-2021) found that:
• Top-up shops, which reduced to just 12% last May, have increased to 36% (January 2021); • 53% of audiences prefer shopping instore to online. This is expected to increase over the course of 2021 as the
vaccination scheme is rolled out and environments are perceived as safer by shoppers; • Increased consumption patterns of social media and streaming services are beginning to settle, with more time
OOH noticing ads.
“It is easy to default to certain theories around the word ‘lockdown’,” noted Ciara Gibney, Marketing Manager at Kinetic. “In this session, we wanted to look at the key myths that have been present in our industry, including the notion that ‘Everyone is working from home’. It is true that more people are working from home during this time, but studies show that 60% of our workforce are still travelling to work. With the 40% of our population who are working from home, their local area is becoming more important to them and so, becomes an important touchpoint for brands. As we make our way through 2021, we expect to see a more hybrid approach with office and home working.”
Continuous recovery
Aoife Hudson concluded the event with some thoughts on 2021: “Throughout the year ahead, we will see continuous recovery in the OOH industry as we begin to see some level of normality returning. Market developments by our media owners continue to provide new and engaging touchpoints that brands can utilise, and a level of importance and focus will be placed on innovation and dynamic. Overall, the OOH audience is still very much present at various touchpoints and there are strong opportunities for brands to lead the charge and create a real point of difference over their competitors.”
Using Out of Home communications builds trust with consumers, according to Kinetic.
NUTELLA LAUNCHES BISCUIT RANGE IN IRELAND
FOLLOWING sell-out success in Europe last year, Ferrero is launching its hugely-popular Nutella biscuit range to Ireland for the very first time. As the world’s first biscuit to contain a creamy heart of the much-loved chocolate hazelnut spread, Nutella Biscuits offer the unique taste of Nutella coupled with a delightfully crunchy golden baked biscuit, making them perfect for shopper to share with their loved ones. Available in either a sharing pouch or a tube, Nutella Biscuits are positioned as an ideal product to be shared, giving an irresistible taste and the perfect way to deliver a truly heart-warming experience to shoppers. “We’re confident that Nutella fans will love the delicious taste and enjoy sharing their Nutella Biscuits with loved ones, giving retailers the opportunity to appeal to new shoppers and grow their biscuit sales,” noted Levi Boorer, Customer Development Director for Ferrero UK & Ireland.
BEN & JERRY’S LAUNCHES PEACE POPS
TO celebrate the 30th birthday of the iconic dough-riginal, Cookie Dough, Ben & Jerry’s are bringing you something special this year. Ben & Jerry’s Peace Pops are legen-dairy Fairtrade Vanilla ice cream with chocolate chips and a peace-shaped, cookiedough-inspired centre, dipped in a soft chocolatey coating, and lovingly popped on a stick to take it with you wherever you go. Peace Pops were first created by co-founders Ben and Jerry to campaign for peace initiatives in the US, way back in 1988. Peace, Love & Cookie Dough is more than just a funny saying – Ben & Jerry’s continue to raise a stick for peace, justice and equality today, from Fairtrade Certified ingredients that champion economic justice, to partnerships and advocacy that seek to educate and mobilise citizens to drive systemic change around the world.
KELLOGG’S RICE KRISPIES SQUARES GO AMERICAN
KELLOGG has expanded its Rice Krispies Squares offering with the introduction of a new American range, including Cookies & Cream and Salted Caramel Pretzel flavours. The launch comes in response to the increasing popularity of American flavour variants, driving double digit growth of 26% since 2017 (Source: NPD Group report, 2019). Kellogg’s identified the opportunity to expand its range of Rice Krispies Squares bars to meet consumer afternoon snacking needs. “Our insights show that American flavours drive strong taste appeal with shoppers and we were keen to tap into that with our new Rice Krispies Squares Cookies & Cream and Salted Caramel Pretzel,” said Neil Rogers, Brand & Activation Manager, Kellogg’s Ireland.
To: Grandad Love, Aoife
To: Sean From: Leah
To: Ciara From: James
#OpenToBetter
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COCA-COLA’S CAMPAIGN FOR HOPE IN Hogarth Worldwide studio164@hogarthww.com 09/12/2020 16:51
2021
OPEN to Better is the theme of Coca-Cola’s campaign for hope and optimism in 2021. Coca-Cola, Coca-Cola Zero Sugar and Diet Coke cans will feature 25 limited edition light and uplifting resolutions to encourage the nation to be ‘Open To Better’ in 2021. For the first-time ever, people have the opportunity to design their own unique Coca-Cola cans with personalised resolutions at Coke.ie/opentobetter. The campaign sees its iconic CocaCola logo removed from packaging for a limited time and replaced with series of empowering and uplifting resolutions. “By having positive messages replace the iconic logos and handing over CocaCola cans to consumers to personalise with their own #OpenToBetter pledges, we hope to in some small way help people to feel positive going into the new year and to bring a little fun into our everyday lives,” said Karen O’Shea, Marketing Manager at Coca-Cola Ireland.
PRINGLES TURNS UP THE HEAT WITH NEW SPICY RANGE
PRINGLES has launched Sizzl’N, a new range of three delicious flavours with varying levels of heat intensity that challenge people to step up the spice. With each building in spice, the new flavours include Kickin’ Sour Cream (medium), Spicy BBQ (hot) and Cheese & Chilli (Extra Hot), aiming to satisfy all thrill-seeking foodies who want to push their taste buds to the limit. Containing no artificial colours or flavours, the new range will amplify some well-known Pringles flavours with an extra kick of spice that builds with every bite to test snackers’ limits. “We know our shoppers like spicy food, so we’re hoping the new range will allow people to be more adventurous with their palates,” said Neil Rogers, Brand & Activation Manager, Kellogg’s Ireland: “We can’t wait to see how many of our Pringles fans can handle the most intense heat.”
SWEET DREAMS ARE MADE OF CHEESE…
CARBERY Cracker cheese is starting off 2021 with a fresh new look. To celebrate, Carbery Cracker has launched ‘A Cracking Cheese for Snacking’ campaign, showcasing the delicious mature red and white cheddars that Carbery Cracker has to offer. Carbery Cracker cheese is proud to be a product of West Cork, and is manufactured by Carbery Group in Ballineen. The fun, eye-catching new packaging reflects the burst of taste that only West Cork dairy can produce. Carbery Cracker has also reduced the microns in its film packaging, which means 15% less plastic goes into landfill.
BUBBLE OVER WITH EXCITEMENT FOR NEW AERO DARK & MILK
NESTLÉ has announced an exciting new addition to its Aero range – Aero Dark & Milk. Made with 51% cocoa solids and 9% milk solids, Aero Dark & Milk is a deliciously rich way to enjoy the brand’s famous chocolatey bubbles. Available in a 90g sharing bar, Aero Dark & Milk will be available in major retailers and convenience shops. An Aero Dark & Milk Peppermint sharing bar will be available as an exclusive in Tesco stores. “Aero Dark and Milk has a higher percentage of cocoa solids than standard Aero chocolate, which makes it ideal for those who are looking for a more intense, grown-up flavour,” said Maria McKenna, Confectionery Marketing Manager, Nestlé Ireland, who also revealed that Aero Caramel, which launched last year as a sharing bar, will soon be available in a multipack of 4 x 27g bars.
MINECRAFT fans are sure to be excited about the brand-new Minecraft Adventure Trading Card Collection by Panini! Minecraft is an open-ended, block-building sandbox game where fans can explore their own unique world and create almost anything they can imagine. With over 126m people playing Minecraft every month and over 200m copies sold worldwide, Minecraft is the best-selling video game in history. The collection of 230 cards includes special glow in the dark, shiny and 3D cards, as well as plenty of cards featuring favourite characters, universes, weapons and tools. Starter packs include a fantastic binder, three packets and one limited edition card. Each packet contains eight cards.
OREO DUETS WITH LADY GAGA
INSPIRED by the 2020 smash-hit album, Chromatica, Oreo’s new collaboration with global superstar and philanthropist Lady Gaga hit Irish shelves from February 1. The classic blue Oreo Original pack has had a Gaga make-over, morphing into a vibrant pink colour in a Chromatica-inspired design, with an exciting digital experience waiting to be discovered and amazing music prizes to be won. With every participating Oreo pack, fans can enter into a draw to win thousands of music prizes, including some featuring Lady Gaga. Oreo also launched a unique competition for superstars in the making, challenging consumers to share their own ultimate rendition of ‘Stupid Love’, the critically acclaimed lead album track, with the best ones having their entry video edited to create a virtual ‘duet’ music video alongside Lady Gaga!
LIDL LAUNCHES RECYCLED SHOPPING BAGS
PICTURED is Owen Keogh, Head of CSR at Lidl Ireland, and Luke Lewis, aged five, celebrating the announcement of Lidl Ireland’s new range of 100% recycled plastic shopping bags. To mark the announcement, the retailer is calling on young creatives across the country to exercise their imaginations and submit a drawing of what one of the R’s of Sustainability means to them, whether that be Reduce, Reuse or Recycle. Full details and terms and conditions can be found at www.lidl.ie/shopping-bags.
ALDI recently launched a nationwide search for a couple that has had to postpone their wedding celebrations due to the current global pandemic. The competition was launched by well-known personality, Bonnie Ryan (pictured), who herself has had to postpone her wedding this year. Aldi wants to treat one lucky couple by providing them with the flowers for their wedding and Champagne to the value of €5,500. Aldi will also provide an expert florist to assist preparations for the wedding day. “There is a real sense of excitement within the business because this is such a fantastic prize for a couple that has had to postpone their nuptials over the past year,” said John Curtin, Aldi’s Group Buying Director. “At Aldi, we work with fantastic Irish flower suppliers, and the winning couple will be provided with the best of the best service ahead of their big day!”
THE Irish Sun, Ireland’s bestselling daily tabloid newspaper, has created an educational supplement entitled ‘The Irish Fun’ to provide a range of activities for primary school children during lockdown. The series is designed to promote positivity and add structure to young children’s lives during these restricted times, through a range of fun activities. Each edition contains numerous exercises and illustrations for primary school children from the educational publisher Twinkl. “In order to minimise the impact of school closures on both parents and children, The Irish Sun wanted to bring some fun by creating a supplement that offers interactive online and print resources on a variety of topics,” said Kieran McDaid, Editor of The Irish Sun.
CATEX 2021 has been rescheduled and will now take place on September 21-23, 2021 due to the uncertainty brought about by the Covid-19 pandemic. IFSA Chair, Patrick Clement, wrote to exhibitors to inform them of the date change, following ongoing consultation by the board of IFSA with exhibitors and partners. The rationale behind choosing this date was a combination of trying to keep Catex 2021 in the 2021 year, while giving organisers some additional time to assess how the pandemic and indeed the country will react to the rollout of vaccinations early this year.
BULMERS Ireland has announced the launch of Seven Summits, Ireland’s first premium, naturally produced hard seltzer. Initially available in three flavours, Seven Summits is naturally brewed, providing a unique difference to other hard seltzers available today. Produced in association with the Whitewater Brewing Company, one of Ireland’s leading craft breweries, Seven Summits draws it inspiration, and its pure water, from the breath-taking seven summits of the Mourne Mountains, and is produced in small batches using hand crafted alcohol with natural flavourings and sparkle added through a natural brewing process. Seven Summits is being introduced in three flavours: Wild Berry, Lemon and Mango. “We are excited to launch a truly distinct and refreshing product for consumers at the end of a challenging year for the drinks industry,” noted Karl Donnelly, Marketing Director, Bulmers Ireland. “The low carb alcohol segment is evolving fast and it’s exciting for Bulmers Ireland to now have a premium offering within this space.”
JANUARY 2021 saw the launch of three new meal pots for The Happy Pear food community, packed full of pure plant goodness. Full of fun, hearty flavours, proteins, fibre and goodness, these meal pots make perfect meal throughout the day and are available in Lentil & Sweet Potato Dahl, Thai Red Curry and Mexican Style Chilli flavours. Dave and Steve say, “We have been creating ready meals for years and we are delighted to bring out a range of easy and healthy portions that anyone can enjoy for dinner or lunch available exclusively in SuperValu stores and selected Centra stores nationwide.”
TESCO Ireland recently announced that it has reached an incredible €5m in donations to community groups and local causes across Ireland through its Community Fund initiative. This significant milestone came as the retailer prepared to donate over €118,000 to health-related community groups such as the Irish Wheelchair Associations, ISPCC and the Irish Cancer Society, in the first round of the 2021 Fund, as the impact of Covid-19 continues to be felt for local fundraising. “We’re incredibly proud to have helped over 20,000 community projects across the country over the last six years,” said Rosemary Garth, Communications Director, Tesco Ireland. “We know how important Community Fund donations are to local organisations, from purchasing sports kits, enabling senior citizen supports, helping to maintain their premises to supporting them to buy much-needed equipment at local level. It’s humbling that we can continue to support the outstanding work carried out, helping those who need it in our communities.”
PANINI has been taken aback by the demand for the new Premier League Official Sticker Collection 2021. Despite the current restrictions, sales of the new collection (the only official Premier League sticker collection) are even outperforming the hugely successful 2020 collection. The Panini Premier League 2021 Sticker Collection has already established itself as by a distance the fastest selling collectable currently available in the UK and Ireland, with fans both young and old enjoying both the quality of the new album, the stickers (including plenty of shinies) and the amount of detail included for each team. Many are finding the sticker packets the perfect reward for children who work hard at “home school”!
MARY Lardner of O’Toole’s in Tuam, Co. Galway, pictured with Graham Bogle and Mags Connolly, after the Bishop Street store was confirmed as the winning location for a €500,000 Euromillions Plus top prize win on Friday, February 5. Mary, who has worked in O’Toole’s for the past 33 years, was overjoyed to hear that one of the shop’s deserving customers had come into such good fortune: “This is the best news that we’ve had in a long time. Things haven’t been easy for a lot of people during Covid so I really do wish the best of luck to the winner. I really hope that this win is the start of all things good! Our store is one of the largest SuperValu shops in the country – we employ 170 people so this is sure to be the most popular topic of conversation in every household in the town.”
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