By Moses Nosike
The ongoing BreakfastwithChivita100% campaign which has trended for months on influential social media platforms and enjoyed positioning on strategic out of home platforms, as well as a blitz of television advertisement on terrestrial and satellite channels, is a pointer to prepare a good communication campaign. With its key message of making breakfast complete 100% fruit juice gaining traction, the brand has through effective communication endeared itself to consumers by offering a highly attractive value proposition.
According to a Brand Consultant with Wingplus Communication, Ikem Onyeka, brand campaign succeeds when the owner is able to persuade consumers on the benefits of the brand; hence it is not every time a brand achieves the objective of exciting the consumer in ways that ignite conversation.
“The Chivita 100% breakfast campaign has ticked all the boxes for a good communication campaign. First, the brand puts forward an appealing and beneficial value proposition, and essentially enriched our idea of a healthy complete breakfast”.
In addition, Biodun Balogun, a health nutrition expert said that as a nutritionist, my job involves offering dietary advices to people. In recent times, I have seen a noticeable trend in enquiries around the benefits of 100% fruit juice for breakfast. Many of my clients attribute their enquiries to the Chivita 100% breakfast communication campaign, which shows that the brand is doing a good job of owning the breakfast narrative.”
“It is a good sign that more people are becoming conscious of what they consume and seeking complete breakfast beverage choices that offers great taste, quality nutrition and a healthy alternative”.