Challenge
Over the last few years kiwis have become more interested in BBQ culture and have been trying and experimenting with different chilli products. We had been tracking the flavour profile for a while and the research was telling us that chilli was mainstreaming and winter 2024 was the time to jump in.
Solution
As Big Ben® is a mainstream brand we knew that we needed a chilli pie that was focused more on flavour than heat, which is why we decided that a chipotle based pie would be the best solution. Chipotles are Jalapeño’s that have been smoked and the flavour tends to be milder and naturally smoky in nature. Combine that with some delicious NZ beef and a double helping of cheesy goodness and you've got something kiwis are likely to love.
Activation
Big Ben's Chipotle Steak & Double Cheese launched into market with a B2B sampling program and featured in Big Ben's XXL Tame the Wildest Hunger campaign. The Wildest Hunger campaign ran across outdoor, digital video and social media.
Results
The new product was a near instant success.
• Gained incremental shelf facings in multiple channels.
• Volume turned out to be almost 100% incremental to the XXL range.
• No consumer complaints related to chilli heat (either too hot or mild) in the initial campaign period.
Project Copyright
