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The main shopper campaign objective was to reassure consumers that their much-loved recipe hadn't changed, along with driving footfall to the sausage category.
The 'New Look, Same Great Taste' campaign was developed to feature across retailer media to inform customers about the re-brand and assure them that the sausages inside are the same great sausages they love and buy. Consumer research proved Richmond to be the UK’s number one sausage so a ‘Proud to be the nation’s favourite’ message featured prominently to encourage further brand loyalty and change the perception of lapsed consumers.
Each retailer support plan was individually developed to ensure the most effective touch points were used based on shopper behaviour by retailer.