The Faith Agency was appointed to the Guardian business at a time when Chemist Warehouse was aggressively rolling out stores, cutting prices and taking market share from the ‘traditional’ pharmacy. With over 150 pharmacies within the group, Faith was tasked with the challenge of developing and then amplifying Guardian’s point of difference across its advertising and marketing program.

With the benefit of insightful research and Guardian’s history of caring for Australians for over 30 years, The Faith Agency established a new brand positioning based on what Guardian was being recognised for on a daily basis, across the network.

The brand promise of “Advice. Trust. Care.” was based on a truth. Something the Guardian team delivered to each customer, and something each customer valued Guardian for.

Dr Cindy Pan was a well-known advocate of Guardian. And as a well respected medical practitioner, media commentator and mother, Dr Cindy Pan became a Guardian brand ambassador who embodied a very clear connection to the values that Guardian and Australians felt important when it came to their health and wellbeing.

The advertising and communications program was comprehensive and continuous. Various channels, including television, catalogues, radio, promotions, digital platforms, in-store marketing, loyalty initiatives, and local area marketing, all played a crucial role in creating a focused and results-driven strategy. This approach helped Guardian Pharmacies to secure and maintain significant market share in a highly competitive retail environment.

To further reinforce and provide customers with a distinguishable brand promise, Guardian received awards from Roy Morgan and Canstar Blue for the highest levels of customer satisfaction amongst pharmacies.

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Thrifty-Link Hardware, now part of Metcash and the Mitre 10 group, is an independent national retail group focussed on convenience hardware. With more than 300 members across all Australian states and territories, the marketing program was developed centrally and supported by national and state-based retailer councils. Similar to franchised retail groups, members contributed to the marketing fees and in conjunction with the marketing team, The Faith Agency was responsible for the development of a fully integrated ongoing program.

From market research and a clear understanding of buyer behaviour within the hardware segment, we recognised that having a relatively small, highly accessible store footprint was important to those people looking to conveniently make a timely purchase with the minimum of fuss. Easily finding the right product, with insightful service, was also deemed to be an important reason why a customer might choose to shop at Thrifty-Link as opposed to a larger retail option.

To competitively position Thrifty-Link Hardware, the brand proposition of “Nothings too hard” was launched. It was based on an important insight and ‘truth’ that Thrifty-Link was ideally based to deliver.

By having the right product (rather that every product option), by having expert advice immediately available (and not having to go looking for that advice) and having a store format at convenient locations that promoted quick and easy access, found strong community support. The fact that the person who owned the store could be typically found on the shop floor, and was part of the local community, helped amplify the brand culture of “Nothings too hard”.

The advertising and communications program was ongoing and extensive. Catalogues, television, radio, press, promotions, digital, in-store, loyalty and local area marketing all contributed to a focussed and results orientated strategy that helped Thrifty-Link secure and hold valuable market share within an aggressive retail market.

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During each promotional period, the paid media strategy is aimed at ensuring that Minimax’s campaigns not only boost foot traffic to their physical stores but also strengthen brand recall across multiple channels. This is accomplished through a three-step process.

Step 1: A Tailored Approach for Regional Markets

With stores spread across both metropolitan and regional areas, the media plan calls for a targeted and highly optimised approach that caters to the unique dynamics of each market:

• TV Advertising: TV is utilised in smaller, regional markets like Hobart and Ballarat, where we focused on high-frequency buys to maximise visibility during the campaign period. Television remains an effective channel for reaching a broad audience quickly (particularly in slightly older demographics), making it ideal for driving store traffic in these areas.
• Radio & Print: To supplement TV campaigns, we rely on radio and print media as supporting channels, particularly in the lead up to sales events, helping to maintain the brand’s presence outside of promotional periods. Radio ads are scheduled during peak listening times, while print ads are strategically placed in local newspapers to reach engaged readers.

Step 2: Maximising Impact in Metro Markets

Given the higher media costs in metropolitan areas, we adopt a more cost-efficient strategy (without sacrificing impact) to reach Minimax’s customers in Melbourne and Adelaide:

• Two-Station Radio Buy: Radio remains a powerful tool for reaching specific demographics, especially during peak hours. Therefore, by focusing on a two-station buy, we can achieve maximum reach and frequency among our core target audience without blowing out the budget, allowing us to maintain a strong brand presence across these areas.
• TV & Radio Buy: In smaller markets like Adelaide, we implement a high frequency TV buy in selected weeks of the campaign, complemented with a radio buy in order to drive the reach of the campaign.
• Incorporating BVOD: In recent years, we’ve also included BVOD (catch-up TV, like 7Plus, 9Now, and 10 Play ) as part of the media mix so as to capture the growing number people who consume TV content online. By strategically placing Minimax’s ads alongside premium, on-demand content, we can achieve high viewability and engagement.

Step 3: Continual Optimisation for Maximum Efficiency

Given the longevity of our relationship with Minimax, our approach has continued to evolve over time, refined to ensure that every dollar spent deliver a return on investment. Key tactics include:

• Data-Driven Insights: When running campaigns, we always monitor their performance. And by leveraging analytics tools, we can adjust the media mix to optimise performance.
• Frequency Capping: To prevent ad fatigue, especially on digital platforms like BVOD, we implement frequency caps, minimising the number of times any one users is served our ad. This ensures that the target audience isn’t overexposed, which can lead to diminishing returns.

Results: A Winning Strategy for Continued Success

Our integrated approach has consistently delivered strong results for Minimax, where we’ve been able to:

• Increase Store Traffic: Post-campaign surveys have proven that TV and radio campaigns are making an impact with customers, increasing their likelihood of travelling to physical locations during high-sales periods.
• Maximise Budget Efficiency: The strategic media buying & planning approach to target BVOD and radio has ensured that Minimax’s budget stretches further without sacrificing impact.
• Build Brand Loyalty: With a consisted integrated marketing communication message across disparate channels, Minimax has been able to strengthen its brand presence, particularly in regional markets where loyalty is key.

Learn more about our media planning and buying capabilities in Melbourne and across Australia or contact Megan, our media director, today!

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For the 2021 edition of Say Cheese, we once again maintained our illustrative cheese stack hero image (tied in nicely with the new brand look-and-feel developed earlier in 2021), only this time updating the primary colouring of our creative, moving the tones from blues and greens back to yellows and oranges. With subtle tweaks to language used and fonts, the event imagery was a lovely evolution yet a strong consolidation of the look and feel of what has come before.

We also developed a series of animated GIFs for our programmatic digital display campaign, with a full suite of different sizes rotated between different sites at different times all through machine learning to ensure maximum efficacy of who we reached and were able to convert.

While our full media plan for this campaign originally included outdoor advertising through JCDecaux billboards and Tram banners, ultimately with the lockdown in Victoria persisting, we had to remove these from the plan. However, we were able to stick with our booked radio spots, sponsoring What’s Happening programming on both Nova and Smooth FM here in Melbourne.

There were also a set of digital media assets developed, including website banner for both desktop and mobile landing pages, social media banners set to specific sizes and type-safe areas, and social media images as well.

Ultimately, in spite of very challenging circumstances, Prahran Market’s 2021 Say Cheese festival proved to be extremely successful. While always difficult to compare to in-person events at the Market itself, all online tasting packs were sold out and there was extremely healthy attendance at many of the online cookalongs and tutorials. We were, as always, very proud to help Prahran Market with executing their vision for another successful food experience!

With so many of years of assisting the Market with a variety of concept executions, event creative development and other broader initiatives, we’re confident that there are many lessons that could be learnt by a number of other businesses within the food, hospitality and event industries. And we feel like we could be the ones to help these businesses achieve greatness. To learn more about what Faith can offer you, contact us today for a no-obligation conversation about how we can work together.

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The Brief

While Prahran Market itself is deemed to be an essential business, owing to the copious amounts of fresh food it supplies, they noticed a very distinct drop off in the amount of foot traffic they were receiving. Furthermore, they identified that the customers that were coming through were from a smaller and smaller geographic radius around the market. As so many other businesses did during this time, they saw tremendous opportunity in eCommerce to bring customers back in a digital manner.

However, to drive engagement with the new platform, Prahran Market needed an idea to launch the new online store with. That’s where we came onboard.

The Challenge

Needing to reflect the existing brand heritage with a sense of modern style, we worked on several different logo lock-ups and names for the new platform. Integral to the process, the representation of all the different types of products on offer (meat, seafood, fruit, vegetables, etc.) was critical.

In the end, we settled on Prahran Market Food Lovers’ Direct. The Market’s original tagline with the Agency was ‘The Food Lovers’ Market’ and we felt that there was a nice sense of connectedness between the two ideas. The service, delivering fresh food from the market to its customers directly, gave credence to this continued name.

With a logo lock-up that played with the Prahran Market archway, representing the delivery vans that would be transporting the fresh produce, and arranging food icons in a wreath-like manner around the additional elements gave the logo a strong, recognisable identify. With the name of the service anchoring the design, we finished our creative off with a heavy blast of green (not too dark but not too neon), to really help our black and white artwork stand proud.

The Results

With creative assets required for website banners, eCommerce landing pages, social media activity and window stickers for traders, we set out to deliver to each channel’s exact specifications. We also worked with Melbourne radio stations to develop scripts and ad spots to promote the new service, launched just after the Easter long weekend in March 2020.

Initial orders have been very promising, with additional PR activity and website updates undertaken by the Market themselves. Of course, both Faith and Prahran Market are aware of the constantly moving target presented by the coronavirus pandemic and are prepared to make adjustments or updates to the offer as required.

Gotta Have Faith

Faith has almost 20 years of experience in developing brands and creative assets for businesses across Melbourne. With close to 10 years in partnership with Prahran Market, we were particularly excited to support them through these challenging times and are incredibly proud to see our finished work accompanying their success. For assistance with website and eCommerce platforms, creative services or media buying and planning, get in touch with us today to find out more!

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Faith were tasked with developing the key creative direction for the event, as well as coordinating a targeted media campaign. Whilst previous campaigns have used a combination of modern imagery and real-world shots, the design brief this year, was for something more art deco and 1930s inspired. An engaging watercolour graphic of ‘stacked cheeses’ provided the centrepiece of our creative platform, that was enticingly rolled out across the event poster, billboards and other media.

A multi-station radio campaign was recommended as a key driver to increasing awareness of the event. In addition to radio, Faith ran a well-targeted paid social media campaign as well as ‘eye catching’ outdoor billboards to positive effect. The overall campaign delivered an outstanding result with significantly increased visitation, and audience insights that will assist future marketing campaigns.

Faith are proud to be a key marketing partner of Prahran Market, Melbourne’s oldest operating market, and contributing to upcoming events that include Christmas and Sizzlefest 2020.

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The June campaign used the Cars Guide, Progress Press and a strategic radio campaign on 3AW. Our media team negotiated to have Rex Hunt do the voice over feeling he reflected brand values. A strong retail press layout with a call for the ad to be brought into the dealership, or for the radio ad to be mentioned, stimulated solid inquiry and good sales for the duration of the campaign.

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Christmas and the broader festive season is a crucial trading period for most retailers. For The Homewares Group and its retail brands Minimax, Your Habitat and General Trader, it’s a key period for ensuring they are the destination of choice for quality cookware, homewares, appliances and great brands.

Retail campaigns covering television, radio, press, and catalogues were also supported with extensive eDM programs and exclusive offers to ensure customers were engaged during a fiercely competitive period.

Results to date have been very strong with each retail brand making a significant contribution to market share growth for the group.

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The Australian Scholarship Group recently appointed Faith to handle their digital and mainstream advertising activities for Australia and New Zealand.

The ASG business model builds on 40 years of helping over 520,000 children achieve their education goals through their range of funding and service products. The new campaign highlights how ASG can support children’s education with products that start from as little as $2 a day. A launch campaign incorporating eye-catching digital display advertising has been created, targeting parents with young children, together with national radio coverage outlining how parents can support their kid’s education to help them ‘be what they want to be’.

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