CASE STUDY: Savanna Premium Cider tasting at Tesco Extra Stores

Provided by First Field Marketing
CASE STUDY: Savanna promoted their brand price offer in Tesco Extra's with some exciting sampling activity outside stores.
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What was the Challenge / Background of the Campaign?

Savanna is a premium cider from South Africa. A campaign was set up to create Savanna Dry Cider brand awareness at Tesco's Extra stores.

What was the Campaign Objective?

Encourage trial and promote the brand price-offer in Tesco BWS "Power - Aisle". Create maximum branding outside the major multiples.

What was the Solution?

Sample testing outside 16 Tesco's Extra store over two weeks. Savanna branded instant win scratch cards for promotion merchandise; USB-stick/stress ball/bandana. Savanna branded stand, flags, banners, staffing and vehicle. Online competition to win the Savanna promotional vehicle. Sponsorship link into 2012 Olympic "Podium Bar". Radio and digital activity to support Savanna awareness

What were the Results?

52% sales increase during promotion 18, 400 samples tested by consumers over the two week period. 28,000 scratch cards issued Over 3,000 online competition entries.
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50k18,400 samples tested by consumers over the two week period
16 - 24
25 - 34
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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