Lucky developed four new product SKUs: Lucky Smart Snax Mind & Body, Lucky Smart Snax Protein, Lucky Smart Snax Energy, Lucky Smart Snax Antioxidants.

Each of SKU features a different combination of nuts and produce, with each mix providing a tangible benefit, whether it is the inclusion of probiotics for gut health, increased protein intake or high levels of antioxidants from various nuts. The hero of the new range, Lucky Smart Snax Mind & Body contains probiotic dark chocolate pieces, making it the first product in the dried fruit and nut aisle to contain probiotic cultures.

Lucky tasked Faith with developing key creative for the product range to be featured in the November issue of the Coles Fresh Magazine, along with additional elements including website updates and promotional material.

With a ‘first to market’ perspective, we developed a focused creative proposition promoting ‘a wholesome new level of snacking’ that combined with a lovely image evoking yoga, harmony and nature. The creative rollout has included a fantastic full-page ad (keep an eye out in November’s Coles Fresh Magazine), along with a horizontal version highlighting the full range featured on the Lucky home page as well as promotional postcards.

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To help drive sales with our creative work and inspire culinary action, we worked towards delivering three key criteria:

1. Delivering a fully integrated marketing campaign revolving around a singular message. Dividing attention between two or three different messages would ultimately result in a poorer outcome.
2. Exploring new media possibilities. Through the assistance of our in-house media team, we aimed to ensure that Lucky was engaging with customers in new and exciting media landscapes.
3. Ensuring enhanced measurability across all metrics. It would be no good to us if we weren’t able to track the impact that our actions had on the user base.

Account Director Steve, Account Manager Ben, Media Planners Megan & Dinie, Digital Lead Kate and Art Director Frankie sought to develop an air-tight plan that would deliver maximum impact, especially across the three critical points above.

Integration
Seeking integration was easy; each year, Lucky works with a collection of popular Instagram foodies to develop new nut-based Christmas recipes that are both easy to make and absolutely delicious.

Faith combined these recipes along with gorgeous photography from each contributor to develop a Christmas recipe book, with creative execution revolving around positioning as well as general layout and design.

This key piece of collateral is the cornerstone of all activity; digital downloads, website visits, and social media engagement all revolve around the recipe book. From website updates to digital display media, everything is driving customers to read the book, find value from Lucky nuts and, ultimately, engage with the brand in the supermarket.

Media
Exploring new media possibilities is always an exciting opportunity for Faith. Working with a number of different media outlets, we consistently develop and pitch new opportunities for each client, meaning we had a wealth of options to choose from.

For Lucky, in conjunction with driving reach and frequency through expanded use of digital display media, we’ve introduced this creative with a 15 second television commercial for catch-up channels SBS On Demand and 9Now, encouraging user engagement and a more targeted approach.

Each of these catch-up channels offer substantial segmentation and customer targeting, and delivery is as simple as any other digital media. The messaging of the commercial once again encourages engagement with the recipe book, relying on stunning imagery and a spot-on voice over.

Measurability
In years gone by, Lucky have not had a website capable of tracking the full level of engagement they received during the Christmas period. This year, with the benefit of a brand new website we built for them, we sought to simplify the situation. Given that the campaign was built around the recipe book, tracking every engagement became a focussed metric.

While still providing users with the option to download the recipe book (as well as 2017’s book), we also shared the 2018 book through Issuu, an online catalogue presentation that allows users to flip through the book; an engaging and interactive way to position the content. Each action (email signups, downloads and Issuu engagement) has been set up as a goal in Google Analytics, allowing us to accurately measure these across the life of the campaign.

Once completed, we’ll review the data gathered and determine what worked and what didn’t work, and re-evaluate for 2019 and beyond.

A Fully-Integrated, Dynamic Approach to Peak Sales Periods

Regardless of the outcomes, Faith has once again reached a high mark for a marketing campaign for an FMCG brand. This approach works on a single unified concept and delivers an innovative and outstanding approach to media, creative and social media activities. Stay tuned to hear how it all turned out! And remember, only Lucky makes perfect!

See their Christmas campaign online today

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Working with Port Melbourne-based photographer, Grant Cutelli, and food stylist, Lisa La Barbera, our magnificent art director Frankie developed a clear and concise plan of attack for the day and executed it to perfection.

Looking to capture some stunning imagery for our hero slider on the home page, we were briefed to photograph a combination of colourful cakes, stunning salads and decadent desserts. We set about finding recipes that fit the bill by deep diving into Lucky’s incredible recipes.

We were fortunate enough that Lisa is a talented home-cook and pulled together the selected recipes into an irresistible spread that Grant captured with aplomb. Taking inspiration from modern food photography, with top-down approaches and entire table set-ups, we were very happy with the delivered pictures.

Of course, Lucky were understandably thrilled with the results as well, with one team member’s child summing it up simply with, “yum!” Honestly, what more could you want?!

Faith coordinates photo shoots for Lucky on a semi-regular basis, usually at least once every two months, and relish the opportunity every time to get involved with incredible individuals like Grant and Lisa. With Christmas just around the corner, we’ve got some amazing things planned for this iconic Australian brand; who’s hungry?

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Lucky came to us with an acknowledgement that their ten-year-old website was outdated and lacking in many of the modern features that their customers expected. They were looking for something modern, uncluttered and easy to navigate for their customers. With a plethora of recipes available online (constantly updated and added to), it was important that the platform was easy to maintain and use well into the future.

Faith, lead by our incredible digital designer Kathryn Farr, developed a website concept based on elegant design, stunning photography and simple maintenance that Lucky were very happy with. Utilising a WordPress build with easy template creation, we’ve ensured that Lucky are able to continue to engage their customers both in-store and online.

The new site features the same extensive recipe list, along with in-depth product information and brand understanding that gives the user a deeper connection with this iconic Australian brand. Presented in a far more attractive manner, with a fully mobile-responsive web design, both Faith and Lucky are incredibly happy with the finished product.

In the lead-up to a very busy Christmas period for Lucky, ticking off the new website is just the first in a long line of upcoming projects. Keep an eye out for more upcoming news from Lucky nuts and Faith.

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With Facebook and Instagram now inundated with beautiful photography and videos, the fast-moving world of social media demands that brands provide more genuine and high quality content specifically produced for these platforms. It’s never been more important for brands to invest in this style of content that’s also current and highly relevant to their customers. Otherwise, they will go unnoticed.

A number of studies recommend brands post once a day on Facebook, and 1 – 2 times per day on Instagram, so it’s crucial to create content that will engage daily with customers.

Every month we shoot around 15 images and create animations for the social media platforms for Lucky Nuts. This has ensured we always have new content that is relevant to the season, food trends and products.

Come behind the scenes on one of our in-house photoshoots for Lucky Nuts and discover how we create the beautiful images and videos that have helped increase engagement and followers for their Facebook and Instagram pages.

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Faith has had a long association with the Lucky Nuts brand, and over the last two years has managed their Facebook strategy with positive results. Last year following a social media workshop it was decided that the brand would also focus activity on Instagram. Acknowledging the different role it should play to Facebook, the Faith team set about curating different content for Instagram that would stimulate and maximise engagement with Lucky Nuts.

Creating relevant Images and content on a monthly basis posed a challenge, but Faith using their in-house studio, and a mix of engaging props, all styled and sourced by our Art Director team, created an approach that meant 15-20 shots could be created each month that delivered highly visual, content rich photography that aligned directly with Lucky’s brand values.

The new strategy and content has performed extremely well on Lucky Nuts’ social media with followers and engagement both more than doubling in just a few months. The campaign has also worked favourably on Instagram against food bloggers and competitor brands. These results were mainly achieved by increasing the frequency of the posts and the quality of the images. An excellent example of how important content is on social media.

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With the huge growth in mobile usage for information, entertainment and shopping we are constantly reminding our clients of the importance of capitalizing on the opportunities that a strong digital footprint provides both existing, and new customers, who are constantly browsing on their phones throughout the day.

Responsive websites are customised to render the content and layout of a website across a variety of devices. Our experience and research confirms that delivering an improved consumer experience across a range of mobile devices, and screen sizes, will encourage higher brand engagement and ultimately improved sales results.

Having a responsive website has moved beyond being a competitive advantage, it is now an operational standard which if not implemented correctly can have major impact on brand engagement and preference.

Here are a few stats to ponder.

• Global mobile data traffic grew 74% in 2015. (Cisco.)
• 60% of all Internet access is mostly mobile. (InMobi.)
  Globally, consumers use an average of 5 different devices per person. That’s a lot of different screen sizes and device types! On average, they also use 2.23 devices simultaneously. (Adobe.)…..
• Google has prioritized responsive websites in it’s search engine results pages since April 2015. (Google.) This means that websites that are not optimized for mobile will appear lower down on Google’s search rankings.
• Nearly 8 out of every 10 consumers would stop engaging with a piece of content if it didn’t display well on the device they were using. (Adobe.)
• If your website pops up in a search engine query, and it isn’t mobile friendly, 40% of online users will go back and choose a different result. (iAcquire and SurveyMonkey.)

These numbers illustrated the importance of changing the Lucky Nuts website to reflect the needs of an increasingly ‘digital savvy consumer’ who demand a great experience across desktop computers, laptops, tablets and a plethora of mobile configurations.

Faith and Lucky Nuts acknowledged the need and responded by launching the updated responsive website for Christmas 2016, to capitalise on Lucky’s annual “Christmas Baking Season” campaign.

This time of year normally sees an increase in website activity for baking and snacking ideas for the holiday period. These results however surpassed our expectations with a significant increase in traffic, a reduced bounce rate, higher downloads of recipe booklets and longer browsing time on the website.

More stats to ponder.
(Google analytics. November 1 2015- December 31 2015 vs November 1 2016- December 31 2016)

• Sessions 186.71% improvement
• New users 175.67% improvement
• Page views 170.88% improvement
• Average Session Duration 28.05% improvement
• Bounce rate reduced by 2.61%

• Significantly though, year on year mobile engagement was up 279.95% and tablet engagement was up 267.64%. Together, mobile and tablet engagement represented 66.21% of traffic to the updated responsive site luckynuts.com.au.

This was obviously well worth the exercise. You could say, “Lucky by name Lucky by nature”, but we prefer to think that good digital management also had a lot to do with it.

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