Crackers Product Launch (Q2 2010)
Crackers Product Launch (Q2 2010)
Consumer advertising and direct response campaign
Our new brand and product positioning will help us create standout for our brand within the health food market. TheAgency’s creative, strategic thinking, coupled with their sensitive understanding of our market has enabled us to develop creative that will resonate with our target audience.
Bob Trice
Group Marketing Director, Dr Schär Group
Brief
Dr Schär are an Italian owned global food company who specialise in the production of gluten free health foods. The new Glutafin crackers are a revelation in the gluten and wheat free foods market. They are the first crackers to keep their shape and don’t easily crumble, and their flavour makes them a tasty snack when out and about. Launch the crackers using an integrated media campaign to both consumers, health care professionals and dieticians.
Key Insights
The key to the cracker product launch is convenience. Having a snack that can be consumed when out and about is essential, particularly for kids.
Our Approach
Creating a vision for parents out and about with their kids highlights the crackers versatility.
Our Solution
A launch to the health care sector and dieticians was done using trade press advertising, direct mail and sampling. The consumer campaign utilised press advertising, and focussed heavily online, with a home page takeover, and direct communications to Glutafin’s existing customers.
Results
Since launch the Glutafin crackers have become one of the fastest growing product categories. The post campaign research has shown that convenience snacks were perceived as a gap by medics and consumers alike.
Trade press, consumer press and online display advertising
Trade press and consumer press inserts
Direct mail
