THE
MADNESS

BUILDING CACHET FOR A SACHET WITH RETAILERS

Mugshots needed to secure all-important feature space with key retailers, but competition for it was more cutthroat than a Sweeney Todd Convention and current sales were in the soup.

 Campaign – Is there cash in this pack?

MADNESS

METHOD

The
Method

The Insight

After the largesse of Christmas, the new year in-store is as much fun as the weigh-ins that many of the brand’s shape manager core audience would be subjecting themselves to. If we could make them feel delighted rather than downhearted with their healthy snacking decision, we might just get their – and the retailers’ – buy-in.

The Solution

An on-pack promotion with £50,000 seeded into the sachets in food-safe packaging, rendering every purchase the chance for a warming pick-me-up to beat those January dieting blues.

The Execution

‘Mugfuls of Joy’ was Symington’s first integrated below-the-line campaign, stirringly executed across a host of social, digital and shopper touchpoints as well as via the retailer ego-stroke of bespoke iterations in key mults, wholesale & convenience stores.

The Results

– Increased sales by 40%.
– Best-ever feature and display levels across Tesco, Iceland, ASDA, JS, SPAR and Lidl.
– 67% cited the campaign as their key reason for buying.