Submitted by: Helen Hall 03/08/2016
Kellogg’s All-Bran Golden Crunch launched to a fanfare of TV, digital, PR and outdoor. Core to the campaign was driving taste reappraisal through an innovative sampling doordrop. Kellogg’s was eager to ensure the product would be offered to genuine hand-raisers, to avoid wastage and maximise engagement among the target demographic.
The campaign was targeted to households with an interest in digestive health cereals and related products, based on dunnhumby data. A 2-stage in-home sampling mechanic was employed to distribute a bag that recipients could leave on display to opt in to receive a free, full-size box of All-Bran Golden Crunch the following day.
Kellogg's set a target of 30% opt-in, with evaluation based on EPOS data to record sales uplift. In fact, the campaign achieved a 46.8% opt-in. More importantly, the sales uplift achieved payback ahead of schedule and benchmarked positively against other media.
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