Warburtons Healthy Harvest Sampling

Our Challenge:

Healthy Harvest is a new white loaf but with the some of the goodness of wholegrain and other healthy benefits; a source of fibre and calcium, low fat, low sugar and with no artificial preservatives. Brahm was briefed to develop a national consumer launch campaign for Healthy Harvest, comprising an impactful creative campaign that would engage with consumers and a range of support tactics to:
– Raise awareness and drive trial of the product in the short term
– Educate consumers of the benefits
– With a view to encouraging immediate repeat purchase over a 12 week period

Our solution:

In addition to a striking consumer press campaign in lifestyle magazines and six-sheet posters in gyms, Brahm proposed national sampling activity around nine major cities. We partnered with Danepak to offer free bacon butties in city centres, shopping centres and Tesco car parks. Because, let’s face it, some things just taste better on white bread! A sampling van wrapped in the Healthy Harvest packaging design created standout and attracted the public in city centres and Tesco car parks, leading to long queues for the buttie samples. In shopping centres a competition was run every three hours, offering consumers the chance to win £100-worth of shopping vouchers, creating theatre and attracting shoppers. This was communicated to shoppers using Bluetooth technology, which transmitted a message to Bluetooth-enabled mobile phones directing them to the sampling activity. Some 43,000 samples were distributed and long queues formed while people waited to taste the product, and stocks regularly sold out in the Tesco stores where sampling took place. A clear demonstration of the resounding success of the activity and the appeal of Healthy Harvest.

For further information please contact:

Paul McGann, Head of Promotional Marketing on 0113 230 4000 or email p.mcgann@brahm.com

Alternatively call Ruth Holgate our Business Development Manager on 0113 230 4000 or email greatoutcomes@brahm.com