Aker BioMarine won Nutraceutical Business & Technology's (NBT) "Most Effective Marketing Campaign" award at Vitafoods Europe last week. The company was recognized for its Superba Krill oil launch in the UK, where the challenge was to introduce an entirely new category of omega-3s to the market and support the launch of Aker's customers' new krill oil products. This winning campaign focused on three key messages: Small, Red and Powerful.
The launch came at the perfect time, as market research revealed that a large percentage of UK consumers were looking for alternatives to current omega-3 offerings. In addition, retailers were looking for new products to revive growth in a maturing omega-3 category. Since the July 2012 launch, the Superba Krill campaign has delivered results above expectations—i.e., four new consumer products, several new marketing partnerships, and millions of media impressions—resulting in increased sales for Aker's customers.
This most recent award achievement also comes on the heels of new research out of Europe's leading supplement markets showing similar sentiments toward omega-3s—that consumers are most definitely looking for alternatives to current sources. According to Discovery Research Group, this was the case for 55 percent of consumers in France and 66 percent of consumers in Germany.
"We are excited to have won NBT's Most Effective Marketing Campaign award because it gives us the added confidence to approach other European markets," said Matts Johansen, chief operating officer, Aker BioMarine. "As a vertically integrated company, we take full responsibility of our supply chain from sea to shelf and remain willing to make the necessary investments to support growth in key markets."