Background
Rolling off the back of the Grow Your Own Sandwich consumer promotion. Ploughmans® Bakery was riding a wave of transformative performance and the business did not want to lose this momentum. So, they asked the team what we could do in a short period of time. To keep fueling the momentum Ploughmans® had picked up.
The challenge & idea
Reviewing what had worked well over the years for the brand. It was identified that on pack promotions were delivering great return on investment for the brand. While also improving brand health metrics. So, we thought. Maybe consumer promotions could be used to tell brand stories. After all a consumer promotion is in essence an interactive and potentially sensorial brand experience. When you think about them from that point of view. You actually want to run them all year round!
As we were quickly leaving the summer months we thought. A natural evolution to the Grow Your Own Sandwich. Could be to tell the story of what you would do with your left-over food from the harvest. This was when we started talking about preserving and how that could work. The idea of giving away locally produced condiments for different bread usage occasions. Resulted in the on-pack consumer promotion Tuck into NZ's Pantry.
What we did
Firstly, we wanted this promotion to really tell a great story. We identified and approached several prominent condiment producers. The producers that ended up taking part in the promotion included honey from J.Friend & Co, jam from Te Horo, Peanut Butter from Pic's Peanut Butter, Chutney from Provisions and Plum Toppings from The Damson Collection.
Once we knew who was in the promotion, we started working on designing the artwork. For this promotion we chose to do beautiful illustrations. This is one of my favourite pieces of work as the illustrations were just gorgeous. We then basically built an online ecommerce store to house and operate the consumer promotion out of. We spent a decent amount of time refining the store and fulfilment mechanics as we had a lot of learnings from the Grow Your Own Sandwich promotion.
The outcome
Overall, the promotion was an immense success. The consumer's feedback was extremely positive, and the promotion ran smoothly. It also ran at the perfect time because little did, we know. But on the same day Tuck into NZ's Pantry went live. Freya's, the direct competitor to Ploughmans® launched a new range of products.
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