Karicare was severely affected by the worst food safety scare in New Zealand history making media headlines around the world. Sales plummeted from a market leading 80% to negative (due to a recall) nearly overnight.

We needed to rebuild trust and recommendation to help betrayed mums, return to the brand.

Born from the insight that mums love to share what makes their little ones so special and unique, we created a tool that allowed them to do just that.

A customisable clothing brand for Karicare.

The first product was the Made In Onesie. Mums could customize their toddler onesies that celebrated the unique local ingredients that went into their little one.

We created regionally specific television, social media, print, homepage takeovers, banners, point of sale, and out of home.

The campaign increased sales back up to 79% of its original market share, and helped Karicare become the most recommended brand again.

The Made In Onesie:

We created a new clothing brand for Karicare, with the first product - the Made In Onesie (a one-piece for toddlers) which was a customisable onesie for babies. The front celebrated the town or suburb they were raised in, the back celebrated the unique ingredients they were made from eg 30% cuddles

Made With Love In:

We created TVC’s that told the four stories of real families and the unique local ingredients that went into their little Kiwi and what made them so special.

Made in Map:

We invited parents to place their little Kiwi on a map of New Zealand by pinning a photo of their bub in their Made In Onesie to celebrate their local heritage.

Out of home:

Out of home site featuring a little kiwi in their onesie had regionalised creative e.g. “Made in Cannes”.

In-store:

Supermarkets featured in-store takeovers including floor graphics, off location dump bins and in-store radio – all with regionalised creative.

1. Rebuild market share, go from number three, to number one in the category

Karicare has well and truly regained market share and returned to number one in the category.

We created a competitive gap of 21.5% between Karicare and the competition and the brand is back to 78.6% of its original market share.Source: (Nielsen June 2014)

2. Lift brand perception measures for reputation, trust and quality, which after the crisis were zero

Rebuilding reputation, trust and quality as well as recommendation was vitally crucial for Karicare, and we managed to exceed our target objectives by nearly doubling consumer sentiment for reputation.

TRUST - Positioned #4 to #1

QUALITY positioned #4 to #1

- Lifted brand perception of quality up to 30 (brand percentage points)

- Lifted reputation up to 41 (brand percentage points)

- And lifted trust up to 43 (brand percentage points)

(Source: (Ipsos- Tracking June 2014)

3. Get mums to recommend and talk positively about Karicare

Most crucially to the success of the campaign, we didn’t just help Karicare become recommended again, we helped them become the most recommended brand in the

Category. (Source: (Ipsos- Tracking June 2013)