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The aim of the campaign was to drive awareness of this new, innovative product, targeting both new and existing crumpet fans, whilst stretching consumption occasions and driving impulse purchase. In order to achieve this, a suite of POS tools were implemented across several grocery and convenience retailers.
With no ‘above-the-line’ assets available, we set out to push Warburtons’ quality credentials. The campaign line “The Best Just Got Bigger” ensured that there was no confusion about the product proposition. The creative campaign announced that this was a NEW product. Media interrupted shoppers across the path to purchase and off-shelf fixture displays drove impulse purchasing.
Over launch period 8.7m units of Giant Crumpets were sold vs initial projection. The nation went crumpet crazy, which led to Warburtons achieving 60.6% market share in crumpets and driving overall category growth.