Client
New Zealand Milk
Sector
FMCG
Business
Dairy Foods
Objective
Increase percentage share of spreadable butter and introduce an all new derivative without dissipating market share of the existing product.
Activity
Following a review of existing communication material and extensive customer research, mhd focused upon customer loyalty that had seen Anchor remain one of the country’s most recognised food brands for over 100 years.
mhd were set the task of encouraging trial and develop retained usage, so 1 million leaflets were distributed throughout the HTV region. Using an interactive data collection model that encouraged participation through voting for favourite recipes, the leaflet also contained a ‘try me free’ offer, as a thank you for participation.
Results
The campaign was an unqualified success, with a 600% increase in sales throughout the offer period, generating an additional £1million in revenue. The real success however was a 240% increase in retained sales for the following quarter.
Evolving with a modest £50k budget, this short direct mail campaign produced a return on investment of more than £20 for every £1 spent.
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