Helga’s: Say It With Sandwiches
With new premium private label breads being introduced by the retailers, Helga’s needed to find a way to encourage consumers to value branded bread again to protect sales. The problem? Bread is a low interest, low involvement category, and our main grocery buyer is time poor. The insight? She is so time poor that it is often the little acts of care that she values most. Marry that with the fact that making a sandwich is a little act of care in its own right and the result is Helga’s Say It With Sandwiches!
Over five days in both Sydney and Melbourne, the Helga’s Say It With Sandwiches campaign offered consumers the unique opportunity to order one of five $5 gourmet sandwiches for a loved one from our campaign microsite. After choosing from such beauties as ‘Let Me Rye You Lunch’ and ‘Thanks A Grain’, each sandwich was delivered by scooter with a handwritten note of care – with all funds being donated to Foodbank.
Celebrity chef Justine Schofield, who designed the sandwiches, acted as our campaign spokesperson. A ‘virtual sandwich maker’ app was also created for those not within the sandwich delivery zones.
The experience was leveraged through earned, owned and paid to drive traffic and click throughs. And the retailers weren’t forgotten, with a Helga’s Say It With Sandwich delivery just for them.
With strong editorial coverage and wide reaching paid amplification, we touched a chord with consumers. The response was exceptional and the limited edition sandwiches sold out on most days!