Wall’s Ready Baked UK Tour

The Wall’s Ready Baked campaign built awareness, trial and purchase of the new Wall’s Ready Baked sausage product by combining social, sampling and shopper marketing through a connected shopper journey to drive sales.

Sampling sat at the heart of the connected campaign in order to drive trial of the NPD line. The localised activity was supported by a targeted social media plan to raise awareness of the activity. This was then amplified nationally to drive awareness beyond the immediate locality. Linking this with an incentive to shop in store and further in-store shopper marketing activity enabled conversion of sales.

The connected campaign delivered success across the shopper journey. With a reach of over 1.5 million through social media channels a strong social presence for the brand was built to be incorporated into future campaigns. In addition to the social success, the sampling activity sampled over 50,000 sausage sandwiches and altogether resulted in a +6% sales uplift.

Kerry Foods

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