Challenge
Post the 2010 brand relaunch. Ploughmans® Bakery was in a stage of significant value and volume growth and the business wanted to keep the brand momentum going. To maintain sales performance it was determined that adding value at the point of purchase via a shopper on pack promotion would be the ticket.
Solution
We wanted to use this promotion as a way to give Kiwis an authentic and deeply engaging brand experience. Which is how we landed on the idea of giving consumers whole packets of Yates® vegetable seeds away with specially marked packs.
Activation
The mechanic was simple, buy a specially marked loaf of Ploughmans® Bakery, redeem the unique code on pack via the website and select the seeds you wanted. To raise awareness of the activity a program of digital and radio ads were run above the line and in-store a large number of eye-catching display bins were rolled out.
Results
• High levels of consumer engagement and direct feedback.
• Gave away over 160,000 packets of Yates® seeds.
• Sustained the brands sales momentum.
• Extended the promotion into Australia under Abbott's Village Bakery.
Project Copyright
