Tegel’s Winning Summer Activation
Tegel Foods partnered with Cartology to leverage the BLACKCAPS cricket partnership and anchor the brand into the weekly shopping routing.
total sales growth
increase in repeat buyers
growth in multi-baskets
Background and Objective
Tegel set out to translate its high-profile BLACKCAPS cricket partnership into a high-converting, summer-long purchase drive across Woolworths.
Facing sales and market share declines, Tegel aimed to recruit new buyers, reactivate lapsed customers, and accelerate multi-unit basket building through an automated, frictionless multi-buy incentive that would reverse sales declines and drive growth.
Connecting Cultural Rituals to Everyday Basket Building
Family households represent 55% of Woolworths e-commerce customers and generate 69% of online sales, with value-focused "Savers" comprising over 35% of all buyers.
Recognising that backyard cricket serves as a universal New Zealand summer ritual, Tegel identified that this shared cultural connection provided the perfect bridge to unite sports sponsorship with weekly grocery routines. To maximise the sponsorship’s commercial impact, Tegel introduced a two-product minimum purchase threshold to directly unlock basket building and motivate cross-category discovery across Chilled, Fresh, and Freezer aisles.
The Solution
Tegel co-created a connected, full-funnel omnichannel journey across Woolworths, bridging pre-shop digital discovery with immersive physical store theatre.
Dynamic Front-of-Store Engagement
Deployed live match countdown screens at store entrances, transforming ad displays into culturally relevant, time-sensitive conversion triggers.
Frictionless Loyalty Mechanics
Requiring a two-product minimum for the Everyday Rewards 'WIN' promotion directly targeted basket building and cross-category discovery with seamless loyalty mechanics for customers.
Connected Omnichannel Execution
Allocated 30%+ of resources to pre-shop digital banners to capture customer intent, paired with high-impact physical freezer decals and crown end displays in-store.
The Results
Named Best Omnichannel Campaign (>$100k), Tegel Foods’ BLACKCAPS activation transformed Retail Media into a high-converting growth engine delivering over 43 million impressions and engaging 1.3+ million Everyday Rewards members.
- Salese & Unit Velocity: Total brand sales grew +18% YoY with a +32% lift in total units sold, while online sales surged by +21% YoY.
- Accelerated Multi-Buy Basket Growth: Driven by a seamless multi-buy mechanic, baskets containing two or more Tegel products jumped +110% YoY, lifting overall units per transaction by +9%.
- High Customer Engagement: Generated 31,000+ total competition entries from 24,000+ unique customers.
- Powerful Customer Acquisition: Recruited new and lapsed buyers, with 22% of all campaign participants being new or reactivated to the total Tegel brand.
- Sustained Customer Retention: Sparked repeat purchase habits, as 4,000+ unique customers repurchased within 2 to 7 days—representing a +46% YoY increase in repeat buyers.
