Insight
Vegans and flexitarians are keen to try new products when there’s a buzz surrounding it or positive word of mouth.
OR
Flexi meat reducers and vegans are more likely to discover new products via outdoor media and social content.
Idea
We used optimised paid social digital and targeted front of store ads to build awareness and consideration with category buyers pre-shop. Eye-catching and scroll-stopping, our comms were tailored to our shoppers’ mindsets at various points along their in-store journey, up to the point of purchase.
Results
With paid social support, developed a plan to build awareness and consideration with category buyers pre-shop, targeting a broad audience of category shoppers, where we defined a core target shopper for the brand.
We optimised the paid social digital with creative testing to identify key themes in the creative and messaging that would increase shopper engagement.
Closer to the store, we created communications to build awareness and differentiate ourselves from competitors by utilising targeted high-impact in-store placements that direct customers to Squeaky Bean. These communications were tailored to our shoppers’ mindsets at various points along their in-store journey, up to the point of purchase.