MKTG and Helga’s launched 2 new and innovative products into the market - Helga’s Sourdough and Helga’s Olive Oil and Herb. The integrated campaign involved photoshoot art direction for multichannel use, creative development and roll out, recipe development, national in store sampling and engaging in-store POS design. The campaign continues throughout the coming months with some more exciting activations in market, so watch this space for more.

Through integrated marketing channels, Goodman Fielder challenged MKTG to launch the product, re-ignite and grow Helga’s core range and drive trial of the new trendy products. To ensure that we future proof the brand, it was key to connect through contemporary, modern-lifestyle messages through premium & artisanal photography and inspire use beyond the standard sandwich.

We drove preference for Helga’s at multiple points throughout the path to purchase through premium imagery and messaging. To influence purchase we oversaw a national instore sampling campaign to showcase the delicious Helga’s taste and disrupt shoppers throughout the in-store experience.