Challenge
Post Irvine's exiting the market it became clear in the chilled multipack segment that the majority of the Irvine's Bacon & Egg 6pk shoppers were exclusive to the flavour and with the product no longer available had left the category. While reviewing the category it became clear that there was also an opportunity for a chicken flavoured 6pk product.
Solution
To capitalise on this opportunity Big Ben® launched both a Classic Bacon & Egg and Classic Butter Chicken products in the popular 6pk format.
Activation
To ensure we picked up the lost Irvine's multipack shopper we ran a shopper campaign that had online ads, email targeted at previous buyers. To raise general awareness we rolled out social, digital and outdoor ads that were targeted around locations where multipack shoppers tended to shop.
Results
• Both variants gained incremental ranging.
• Both products delivered their business case targets.
• Both SKU's delivered incremental P&L growth.
• Shoppers welcomed the new products with positive feedback.
Project Copyright
