Situation:
Findus Crispy Pancakes were back on shelf
Problem:
Loss of relevance in a tired category. How, with no other marketing support, do we make a noise with a limited budget to enthuse the buyer and generate sales
Solution:
Ride the retro wave and leverage an opportune GMTV poll to refresh FCP as a relevant and ‘cool’ brand, proving listings’ rationale to the trade
Innovative communications:
‘Bring back Chicken Curry’ social media and experiential campaign, mobilising the crowd to demand the return, while persuading Hugh Fearnley-Whittingstall to create a gourmet version, for national picture stories
Business growth?:
700% increase in sales, protected incremental listings and new SKU offered Interest from retailer for the Gourmet Pancake range
Posted by James on April 30th, 2011
