HELGA'S TOASTIES

MKTG partnered with Helga’s to inspire shoppers to ‘STAY TOASTIE THIS WINTER’. The campaign was brought to life via multiple touchpoints including creative development and photoshoot art direction, recipe development, a national retail sampling campaign with 330 sessions, engaging in-store POS design & development alongside four experiential activations that culminated to the inaugural national toastie day!

CHALLENGE:
Goodman Fielder challenged MKTG to drive preference for Helga's over competitors in the winter months highlighting the occasions where Helga's bread can warm up their winter, ensuring a sales uplift over a
13 week period and increase in market.

SOLUTION:
We drove preference for Helga’s at multiple points throughout the path to purchase through targeted navigational cues, cross category promotions and meal inspiration. We continued to influence purchase with a national instore sampling campaign to showcase the delicious Helga’s taste.

 

RESULTS:
50,000 toastie samples given out, 35,000 unique impressions on social media., 5.9 million loaves sold in the promotional period (101% of total sales target),  MKTG facilitated a 4% uplift in market share for Helga’s.