HARVEST SNAPS
Driving mass trial through a single moment.
The problem
An unknown health snack brand needed to launch big with a limited budget.
Where experience led us
We could have given out free samples at train stations. Or hit mums up about ‘health snacks’ via social. Experience told us to use the transactional data to daypart and stage ‘snacking interventions’ using outdoor in the proximity to metro retailers. In short: when city workers hit their mid-arvo slump, we were unmissable as they made their way to Woollies or Coles. Encouraging a very healthy trial of an unknown snack.
The out-performance
Retail sales value (RSV) across Coles & WW was up 5.8%
Units per store per week (UPSPW) across Coles & WW was up 59.2%
Awareness rose from 23% to 41% (target was 35%)
Purchase rose from 11% to 20% (target was 15%)
50% of people said they’d try Harvest Snaps after seeing the OOH ads
YouTube watchers purchase consideration rose 16% following the campaign
