Mug Shot offers people seeking speedy snack solutions a delicious range of healthy products, but many long-term loyalists had started losing their love for the brand.
We needed to reignite interest, increase sales and lock shoppers in, and all in January, when competition from other healthy-eating brands is fierce.
‘Mugfuls of Joy’ was designed to counter the January Blues and spread a little bit cheer when bank balances tend to be at their lowest.
With £50,000 of real cash inserted across packs, anyone opening a winning bag had the chance to find either a £5, £10, £20 or £50 note inside.
It was Symington’s first integrated below-the-line campaign, with activity being executed across social and digital touchpoints, plus bespoke activations across mults, wholesale and convenience channels. A TV Tag ensured the campaign got the kick-start it needed.
With no waiting to see if you’d won, the promotion instantly gained traction, with many winners taking to social media to share their good fortune and promote further sales.
The result was a 40% sales uplift, with 67% of those buying the product specifying the campaign as the key reason.
The integrated approach also saw Symington’s secure their best-ever feature and display levels across Tesco, Iceland, ASDA, JS, SPAR and Lidl.