Lion: Speight Summit North Island
With growth as a key objective, the campaign concentrated investment in the North Island where Lion was under-trading, to capture growth in the Lighter Options beer segment.
sales growth for 6 and 12 packs YoY
increase in new and reactivated customers
market share growth for Speight Summit Ultra YoY
Campaign background and Insights
With growth as a key objective, the campaign concentrated investment in the North Island where Lion was under-trading, to capture growth in the Lighter Options beer segment to grow share and increase sales of Speight Summit Ultra.
Speight’s under-indexed in penetration in the North Island, where competitors traditionally had strong holds.
Speight's over-indexed in larger pack sizes. To increase penetration and attract new consumers to lighter options, incremental sales were needed through smaller pack sizes (6 and 12 packs).
Solutions and Results
Lion implemented an integrated strategy focusing on attracting new customers to the lighter options segment and delivering incremental sales. The omnichannel campaign ran across pre-during and post shop channels, connectign end to end with customers.
Through effective partnership, this campaign collaborated across Lion’s sales, brand, and shopper teams, and agency, ensuring alignment of creative, media, and in-store execution across all channels and functions.
The campaign delivered significant market growth in the North Island, successfully increasing sales and customer penetration for smaller pack sizes and outperforming the category.
• +36% YoY sales growth for 6 & 12 packs.
• Speight's Summit Ultra market share grew by +2.23% YoY.
• +32% increase in new & reactivated customers.
• +1.36% increase in customer penetration.
• Rate of sale for smaller pack sizes grew by 101% and outpaced Heineken by 21% during the campaign period.
