Challenge
For some time both the Australian and New Zealand marketing and innovation teams had difficulty cracking a fortified product that shoppers would trade into long term. Reviewing the UK market highlighted that their shoppers had jumped into a Kingsmill product called Oatilicious®, which carried a beta glucan claim.
Solution
We lifted and adapted the Oatilicious® brand and product but made a few little tweaks to the recipe. The resulting product combined the goodness of oats with soft white bread to make a bread product that is better for you. While this is good for kids, this is also good for helping mums make sure kids eat everything that is put in front of them.
Activation
To introduce shoppers to Oatilicious® we leveraged masthead platforms which at the time were excellent at clearly communicating product benefits. The masthead was supported with radio, magazine and in-store off location merchandising.
Results
• Delivered expected stable business case run rate in week 1, which was 3 x higher than any previous fortified product.
• Has been in market for over a decade.
• Has evolved into other categories where such as buns and rolls.
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