THE CHALLENGE
In New Zealand’s shaky economy we were challenged with launching 2 new premium bread products driving deep impact, trial and repeat purchase. We needed to capture new users and also create new usage occasions for the well known kiwi brand- Vogels, all of this to be done on a limited budget that originally was meant to launch one sku not two!
THE SOLUTION
The media strategy was to focus resources where we would get the highest return in terms of sales. Using Nielsen Market Mix Modelling we were able to determine that historically Goodman Fielder brands tended to get the best ROI from media closest to the bread aisle.
Couple this knowledge with Vogels high brand awareness and equity and we were confident a targeted Out of Home campaign could work.
To focus even tighter we used AZTEC sales data and found that 80% of Vogels sales came from Auckland and Wellington. We then used SALMAT to geo-target the highest concentration of households in these areas that fitted the Vogel’s consumer profile for Soft Sandwich and Health Conscious for Chia, Omega 3- the 2 new sku’s.
In the end we partnered with Adshel to dominate outside of store, Adz Up to dominate in Malls and Smartsource formats at Point of Purchase to remind shoppers in the Bread Aisle.
THE RESULTS
We exceeded all briefed sales targets. We delivered an additional 23.77% sales over and above the campaign target. We also avoided cannibalization of our existing range and brought new consumers and usage to the Vogel’s range. The two new products became the 5th and 6th highest selling Vogel’s sku’s out of 13.
