Business Objective
Interrupt habitual purchase behaviour;
ENGAGE, drive purchase & consumption.
Engineer an immediate up-weight of purchase and ultimately greater long term loyalty by delivering a real stand out, must have offer to Mum / main household shopper … only via Wattie’s … and only in Countdown Stores.
Creative
A massive headline prize with breadth of appeal. Highly aspirational offer with a simple but interesting mechanic. PLAY TO WIN $1,000,000
Mechanic
Winner was drawn to participate in a live in-store game – Choose one can from 100 for your chance to become an instant Millionaire!!!!
The other 99 cans contained a $10,000 prizes.
We insured the $1 million prize to make it affordable.
Support
Integrated shopper marketing program – On Pack, InstorePOS, PR, social and TV support.
Results
Sales increased by +7% during promotional period. Wattie’s branded products also became a major talking point on social media and in mainsteam media.
