The New Covent Garden Skinny range is a selection of soups that are delicious and satisfying yet less than 2% fat and 2 of your 5 a day. The range was soft launched with no trade, consumer or shopper support so we were tasked with creating a Skinny specific plan in order to get the product noticed by the brands core target audience.
The client needed to drive awareness, trial and penetration within an already crowded market.
Our first step was to clerly define the range personality and expression. Next we identified a specific Skinny target audience to minimize cannibalisation of the core range. We addressed the purchase barriers with benefit led messaging and a promotion - all in our ownable 'Skinny' talk and style. On pack design encouraged range blocking providing heightened shelf presence. We also produced tailormade recipes for specific retailers included a unique recipe for ASDA...what else but MINI-strone, giving all purchasers and competition entrants the chance to win a new MINI.
Sales (up 3.2%) and facings (up by 15%) were boosted during the post Christmas 'Healthy Living' drive in stores. The promotion attracted over 35,000 entries