BRIEF
A vegan FMCG manufacturer needed to build brand awareness in the South African market by emphasizing the high protein content of their vegan ranges. The campaign launched in time for Hindu fasts and allowed for niche targeting towards this audience in preparation. The objectives were to:
- Drive trial and purchase
- Take market share from well known competitors in the vegan market
- Switch non-vegan customers entering into no-meat fast days
APPROACH
- A team of 34 promoters were trained as brand ambassadors to activate on weekends in 4 specifically selected retailers Nationwide
- Promoters were equipped with tables, grillers and ingredients to create hors d’oeuvres for sample in stores
RESULTS
- 13 246 Shopper Engagements in 210 stores
- 68% conversion to purchase