McCain - Pub Style
Positioned as the ultimate ‘Fakeaway’ solution—a convenient, satisfying alternative to dining out—this campaign met Kiwis with an eat at home solution amidst cost of living pressures.
units sold, highest-ever sales for the range
new and reactivated customers for McCain
new to brand sales
Campaign Background and Objectives
Positioned as the ultimate ‘Fakeaway’ solution—a convenient, satisfying alternative to dining out—this campaign met Kiwis with an eat at home solution amidst cost of living pressures. The campaign set out to drive household penetration by bringing new and lapsed customers into the brand and Inspire trade-up within the freezer aisle through meal-based storytelling.
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Customers are actively seeking dinner inspitation while in the supermarket
Quantium cross-shop insights identified a whitespace opportunity to inspire customers in adjacent categories including the meat category to consider accompanying freezer products.
Solutions and Results
The campaign leveraged an omnichannel approach, connecting online activity with in-store execution. Use of Quantium insight and loyalty analytics enabled us to target new and lapsed buyers precisely. The creative strategy focused on positioning Pub Style as the centerpiece of a night-out-at-home by tapping into shopper missions beyond the freezer, such as protein pairing. McCain and Cartology collaborated closely, engaging the Woolworths category team early. In-store media strategically targeted customers in the butchery aisle to intercept customers in complementary categories while digital actviity continued to inspire customers with the "Steak 'n Chips night, EVERY NIGHT" creative.
Exceptional results were delivered across all key metrics over the three-week period, achieving the highest-ever sales volume for the Pub Style range. The cross-category placement strategy proved highly effective.
• 34,000 units sold, marking the highest-ever sales volume for the Pub Style range.
• 16,267 new and reactivated customers for McCain, accounting for over 40% of total sales during the campaign period.
• A 12% lift in loyalty sales was achieved, despite the broader subcategory declining by nearly 5%.
• Achieved 15% new-to-brand sales.
