Objective:
Unilever wanted to launch a new Continental Cup a Soup Sensations product exclusively in Woolworths - and use this as a platform to continue to drive excitement around and growth around the new Sensations range.
Strategy:
We drove talk-ability by requesting shoppers to submit flavour combinations to create a new Cup a Soup Sensations SKU which would be exclusively sold in Woolworths. We encouraged shoppers to share the flavor combinations via social media for added votes as part of the consumer promotion.
Consumer promotion:
The 'My Sensations' promotion had a major prize of $10,000 for the winning flavor as well as up to 5x $50 Woolworths or Safeway gift cards to be won daily.
With an exclusive SKU for Woolworths we were able to generate strong retailer support and even provide a significantly lower major prize.
With over 20,000 flavour combination suggestions we delivered a hugely engaging campaign as well as a delicious new flavour: Pea & Mint with Bacon & Black Pepper.
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