Back in February we wrote a blog about the new Tesco ‘Venture brand’ Chokablok (courtesy of Liana) – the idea behind the venture brands strategy is for Tesco to develop exclusive brands and products that don’t carry the Tesco name. It seems logical – Tesco are struggling to get more customers into the store so the alternative is to try and occupy more of their customers spend when they do visit.
The latest addition to the venture brand strategy is the snack brand called Llama’s – a baked bite in the shape of a Llama and the brand execution centres on the personality of a South American llama character. As we saw with Chokablok, these venture brands are designed to be really innovative to give shoppers a good reason to buy them over competitors … and Llama’s certainly delivers on that!
The brand is quirky, different and a bit silly, apparently targeted at men because it is ‘big on taste, and low on patience’. Visiting the website I’m presented with a Llama asking me: ‘What is it with you British and boring snacks? Where I come from in South America, nibbles have some big kahunas!’ and asked to ‘join the heard’ on Facebook. At the moment the Facebook page boasts a measly 74 likes (and one of those is me) but word of mouth through social media feels like a great way to go to build brand presence (a la Kit Kat chunky flavour campaign) – The brand has great potential so let’s hope its social media activity gains momentum and rids the world of boring snacks!