Reinventing The British Lunch
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Crosse & Blackwell needed to get onto shopper radars, in a category dominated by
Heinz and persuade retailers that the new ‘kid on the block’, could
build soup category sales, to encourage retail stocking and visibility.
We created a Great British Giveaway, focusing on the lunchtime convenience of soup,
as a hearty alternative to sandwiches in cold weather. We propagated the message to
potential shoppers on their path to purchase; at home, on the go, in store and at
work.
At the heart of the trial generating activity, was a program of in-store sampling
supported by scratch cards, to engage shoppers by giving them a chance to get their
hands on branded microwaveable soup mugs instantly. We also designed and implemented
a digital ‘winning moments’ brand experience, on mobile optimised
websites, including social media share buttons for winners, plus magazine
advertising and point of sale.
The websites were fun and interactive, they took participants on an engaging brand
journey, highlighting key messages to the captive audience, whilst they waited to
see if they had landed on a lucky winning moment and won a prize.
To heighten excitement, the website had a newsreel, featuring real time
winners’ names and allowed losers to try again, educating them with a
different range of brand messages each time, to build equity and salience.
Result: Broke a company record with almost half a million entries in the first
year alone.
Over three quarters of a million entries were achieved across two years.
The mobile optimised websites engaged participants with animated brand messages
for an average of four minutes.
Crosse & Blackwell hit targets and enhanced value to the category, by
attracting incremental sales from a younger shopper profile.
Remarkably there were no disgruntled entrant complaints at the close, boosting on
line brand sentiment.