Challenge
In the first half of 2023, Goodman Fielder announced that it would be closing its pastry bakery and that their Irvine's pie brand would exit the market. As the biggest direct competitor to Irvine's this exit presented a unique opportunity to plug any unique range gaps Big Ben would have post Irvine's exit.
Solution
Irvine's Original Bacon & Egg was one iconic product that if Big Ben® could develop a credible alternative for, would be a valuable product to add to the range. So the marketing and innovation team launched into action to create a replica product. After many early morning sessions, the Big Ben Classic Bacon & Egg pie was created.
Activation
We knew that there would be many hungry pie consumers left adrift once Irvine's exiting the market. To raise awareness of Big Ben's delicious new Bacon & Egg pie we ran a outdoor and digital ad campaign targeting breakfast time. Kiwis could now hit snooze again, knowing that their breakfast was waiting for them in a pie warmer nearby.
Results
• Kiwis instantly adopted the product with sales delivering business above business case.
• It was the first time in a long time a new Classic product delivered bakery efficient run rates.
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