The Task
Deliver a standout shopper marketing initiative to engage supermarket shoppers, bring excitement to the tomato category, and increase sales across the Mutti range.
The Solution
We conceived and executed a 12-week instant win prize draw across major retailers, including Morrisons, Waitrose, Ocado, Sainsbury’s, and Asda, leveraging tailored shopper media. The campaign, titled “Win a Food Adventure in Parma,” featured a grand prize of the Golden Tomato Experience in Italy, along with 100 Mutti Hampers and thousands of Mutti Product Coupons.
The initiative utilised effective shopper marketing media touchpoints along the purchase path, incorporating aisle fins, shelf barkers, peelable recipe barkers, hanging flags, adverts in customer magazines, side stacks, and display units. The impactful design conceived by jellybean was customised for various shopper media touchpoints, prominently featuring the website address and QR code for web entry with receipt upload, encouraging sales and repeat purchases of qualifying products across the entire Mutti range.
Shoppers were able to find out instantly on screen if they had won a free hamper or product coupon. The grand prize winner was drawn at random from all valid entries received during the promotional period and received an incredible 5-night stay in Parma, including travel and hire car, along with a food tour of Parma and an exclusive cooking class with Mutti Head Chef Carlo Cassoni.
The Results
- Visible uplift in sales during the promo period across all retailers.
- Huge increase in competition entries, up 454% vs. the previous year.
- Extremely high coupon redemption rate at 13.4% vs. the industry average of 0.25-2.5%.
- Mutti has become the No. 2 brand in the category, now valued at an impressive £21 million.
- Mutti has contributed the most significant value addition to the category, a whopping £6.3 million.