Objectives

Previous promotional campaigns had centred on the Smith's Limited Edition flavours, which in reality sold themselves, so ROI was below expectations.

Smith’s core objectives were to drive category growth & reinvigoration with a value driving initiative.

Our role was to develop a HUGE promotional campaign for Smith's Masterbrand that would explode from pack outwards to a fully integrated campaign.

• Drive top of mind awareness and brand engagement for Smith's over the promotional period to encourage a sales uplift on core products
• Support retailer partners with a category driving promotion
• Develop exclusive element for major retailer partners to build relationships and aid in negotiating support
• Drive awareness, drive trial & sales performance of Smith’s new flavours
• Provide compelling New News and Win Message to drive preference for Smith’s
• Create urgency and excitement for the promotion and ensure Smith’s was a relevant snack option
• Secure off location and persuade shoppers to put Smith’s in the trolley before they reach other brands
• Maximise shelf impact and make it easy to shop
• Encourage repeat purchase throughout promotional period
 

How were the objectives met?

Pre campaign the Spin to Win concept was researched with IMI International and tested significantly above average.
• High purchase intent (73%) and high incrementality opportunity to bring in new shoppers
• High winning appeal (82%) & easy to understand promo (84%)

The campaign was activated across full path to purchase in all supermarkets and P&C outlets Nationally (Australia). We developed an impactful Purchase Journey comms suite to disrupt and engage Shoppers at the most effective touchpoints.

Ignite - Creating awareness & excitement for the promotion.
• Geo-targeted radio ads directing to retailer events
• TV sponsorship with Channel NINE - live crosses in Sydney and Melbourne with charismatic host - John "Baby" Burgess (local celebrity)
• 2 x National Bespoke Promotional TVC's on air for 8 weeks
• National Radio ads detailing on-pack consumer promotion

Disrupt - Disrupting the Shopper Journey with interactive events and exclusive retailer entry theatre
• 40 mini activations to bring the Smith's Wheel to life and support major retailers with bespoke POS
• Geo-targeted Facebook & shopperlites posts directing to events
• Retailer Store Manager Support Kits
• Retailer Catalogue Ads & Local Area Marketing

Convert - In-store theatre to convert shoppers and provide retailers with dynamic product displays
• On-pack Promotion run for 12 weeks across 25 MILLION packs - 1.3 million entries received
• Impactful off location displays including 3D spectaculars to create impact and standout across Coles, WW's and Independent Supermarkets and P&C
• In-aisle fins, floor media and bus stops

Location: Sydney, NSW, Australia

Submitter: 31ST

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