Katjes, founded in 1950, is a family owned sugar confectionary company and the No. 2 manufacturer of fruit gum and liquorice products in western Europe.
Katjes has found a way to develop delicious chewy fruit gums without the use of animal gelatin by using vegetarian substitutes. There is a common perception that vegetarian sweets are only for vegetarians and that the quality of taste is not something to shout about. This is where Better Bunny comes onto the scene!
Better Bunny is a relatively new product only entering the UK in November 2012. Even though its competitors in the vegetarian confectionary category are minimal, Katjes want non-vegetarians and part-time vegetarians to chose their product over other fruit gums brands, positioning themselves as a ‘better for you’ product.
Hotcow were challenged with getting consumers to taste for themselves how great is it to ‘Go Veggie’ with Better Bunny sweets and to drive rate of sale in such a competitive and heavily promoted category.
What we did
Hotcow launched a supermarket sampling roadshow at Tesco Extra Supermarkets in the South East for 31 days, spanning over 9 weeks.
The sampling roadshow consisted of a front of store and in-store sampling team. We engaged people with a strong visual presence and trialled the product throughout the shopper journey, from car park to front of store to in-store. Our bright and fun Better Bunny Brand Ambassadors encouraged consumers to ‘try’ samples on the spot and as a secondary goal they encouraged consumers to enter the in-store Better Bunny Hunt competition.
Social media was created to support the launch activity.
So, what happened:
- 263,500 people were exposed to the brand
- 155,877 samples were distributed. (4% over target)
- 646 people participated in the Better Bunny hunt competition
- 1025% growth in propensity to purchase
- 69% of participants said they were likely to purchase the product after their sample trial
I would like to say a big THANK YOU to everyone at Hotcow for all the great work! It was a pleasure to working with you and I loved your huge enthusiasm and support for the Katjes brand!
K. Ellis. Head of International Sales