Dr Oetker
Development of an integrated product launch campaign for Dr. Oetker Vitalis

During the spring of 2018, Dr. Oetker’s Vitalis brand launched a new product range aimed at health-conscious consumers, with a view to stabilising its position in the ever-expanding porridge market. In connection with this, Progressive was tasked with creating a comprehensive campaign capable of simultaneously supporting the entire portfolio and the market launch of the new product range in a highly competitive environment.

The target group was particularly receptive to solutions that make everyday life – and, in particular, the morning routine – simpler and smoother. At the same time, whilst there was a desire for a healthier lifestyle, maintaining familiar routines and convenient choices remained an important consideration. The communication strategy therefore had to present Vitalis porridges as the ideal combination of quick and practical breakfast solutions, helping consumers start the day full of energy.

The biggest challenge was ensuring that the launch of the porridges did not appear as a standalone campaign, but instead fitted seamlessly into the Vitalis brand's world.

The concept was based on consumer insight: a good breakfast can make for a more energetic day, but the target group doesn’t want to spend too much time or energy on it.

We built our communication campaign around the idea that Vitalis porridge gets the day off to a cheerful start. What’s more, it’s all done simply, without any great effort. The creative foundation of the campaign was a striking, typographic visual gag. Phrases associated with an energetic start to the day, such as ‘At full throttle’, ‘I’m glowing’ and ‘Good cheer’, became central elements, whilst the letter ‘O’s were replaced by bowls of porridge photographed from above.

This simple yet instantly recognisable solution both gave the product centre stage and created a positive, dynamic brand atmosphere. Within the visual system, the appetising ingredients, the natural-looking surfaces and the bold typography combined to make the communication both appealing and memorable.

The campaign was implemented as an integrated initiative. The creative platform featured in TV commercials, radio adverts, banners, social media posts, shopper marketing solutions and co-promotional partnerships. Every element of the campaign simultaneously supported both the existing Vitalis portfolio and the new sub-brand.

The launch campaign delivered even better results than expected; not only did it strengthen the brand’s overall market share and sales, but it also proved a resounding success for the new product portfolio.

Dr. Oetker Vitalis’s total sales increased by 26 per cent in value and 22.5 per cent in volume during the campaign period. Market share rose from 40.4% to 46.3% by value and from 31.7% to 38.2% by volume. The results for the new Szuperkása sub-brand were particularly strong: it achieved growth of 300% in value and 250% in volume.

The campaign clearly demonstrated how a simple visual idea can be developed into a comprehensive, multi-channel FMCG product launch platform. Dr. Oetker Vitalis’s communications became at once easy to understand, appetising, positive in tone and commercially successful.