When Jacob’s launched their new Ciabatta Crackers, a versatile meal-solution cracker, they knew they needed to inspire shoppers to choose their product over the lunch-staple sandwich.
The objective was therefore to raise awareness of crackers in the lunchtime consumption moment and to inspire the Asda shopper with some creative recipes. We wanted to target mum shoppers who need fast but healthy lunch time solutions whilst juggling the busy schedule of work and home.
We created an ambitious partnership plan which involved 5 different suppliers to come together in the '7 ways in 7 days' campaign. Working collaboratively, we mapped out the optimal multi-channel plan which would touch the shopper at multiple points across their shopping journey, going from inside the home right up to the point of purchase.
Mum’s at home were targeted through a feature in Asda Magazine, encouraging readers to scope out meal ideas to add to their shopping list. A mixture of in-store media was used, including digital screens and security covers to attract busy shoppers on their way in to store, as well as on-shelf barkers to convert shoppers to that all-important purchase.
The multi-channel campaign had a reach of over 42 million Asda customers –not only in the aisles but in their own homes. Inspirational recipes and meal ideas added a creative, standout edge to the campaign. Jacob’s enthused: ‘Working with the AMP has been a real pleasure- together we have managed to deliver an effective, insight led campaign which not only allowed us to be really creative but also allowed us to forge some great cross-category relationships and opportunities with new brands that we can utilise in the future.’