Blue Chip Marketing Create ‘Quiltiest’ Cushelle Campaign Ever

Blue Chip have created an integrated BTL campaign to help drive awareness and trial of new Cushelle Quilted – the brand’s most cushiony-soft toilet tissue ever.

The activity, which spans the full shopper journey, aims to increase penetration by reinforcing the product superiority and ‘Quiltiness’ by asking shoppers to test just how ‘Quilty’ the paper is for themselves.

A money back guarantee will appear across selected shopper media to drive trial at the point of purchase. A door drop and ATM couponing will deliver the message and a further incentive to purchase out of store.

Lauren Roberts, Account Manager at Blue Chip says: ‘This promotional activity carefully considered how we would convert shoppers to the new Quilted product. The money back guarantee is a proven trial driver, removing the risk of purchase and making it the perfect choice for this NPD.

‘Driving penetration was also a key objective. By adding a door drop with two £1.00 money off coupons, we aim to further incentivise shoppers to try this new product for themselves.’

The door drop, featuring the lovable Cushelle brand character Kenny the Koala, will hit 4 million door mats across the UK this March, a week after the new Cushelle Quilted TV advert hits screens.

Shoppers will be able to find the money back guarantee in several retailers including Asda UK, Waitrose UK, Co-op UK, Ocado UK, Morrisons UK, Tesco ROI, Dunnes ROI and SuperValu ROI.

New Cushelle Quilted was introduced into retail stores in the UK and ROI in January 2018.