Warburtons

The brief

To successfully launch Warburton’s new range of rolls with the key objective being to make the new selection synonymous with the very best in home-made sandwiches.

Our response

Brahm created a fully integrated campaign, designing impactful sampling mechanics with supporting literature to inspire usage occasions for all the family.

The outcome

The campaign was very successful with market share value increasing from 10.5% year-on-year to 20% during summer/autumn 2003, securing Warburtons the market leading position in branded wrapped rolls.

The new range of Warburtons rolls were listed by major multiples including ASDA, Sainsbury's, Morrisons, Safeway, Somerfield, Co-op and Iceland.

Extra Warburtons roll displays were secured in 200 stores. 175,000 target customers sampled the perfect Warburtons sandwich.

All sampling event stores delivered a roll sales uplift ranging from 100% to a massive 600%. 250,000 Money Off Next Purchse trial coupons were distributed via the sampling event, with 50,000 (20%) actually redeemed against the new products.

98% of store managers believed the sampling event had been beneficial to the superstores general customer experience and welcomed its return in 2004.

"The promotional campaign planned and implemented by Brahm for our Rolls Range during 2003 had excellent results for the Warburtons brand and created much needed awareness and trial for the sector, reinforcing our key communication message."

Vanessa Railston, Senior Brand Manager - NPD

For further information please contact:

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