Scan Meatballs Re-Launch 2015

OVERVIEW

The brief was to re-launch Scan Swedish Meatballs in the UK, communicating the new pack sizes and enhanced recipe, raise awareness of the brand and drive purchase.

The re-launch campaign bought together a collection of marketing initiatives, from the pack re-design, Sampling Road Show, Social Media Campaign, PR, Website re-design to a range of new recipes created and photographed.

IT STARTED WITH THE PACK

It all started with the pack….the old packaging did not reflect the brand values, optimum style or the 'Authentic Swedish' message. After extensive research the pack changed…

BEFORE

AFTER

WEBSITE

The original plan was to ensure the Scan Meatballs website formed the centre stage to the re-launch activity reflecting the new pack and more importantly the usage occasion. The recipes are an integral part of the success of the brand and a way of re-educating the consumer not only try Scan Swedish Meatballs but to be a little adventurous with them.

AFTER

BEFORE

STATISTICS

Website

Views

Recipe Likes on the Website

Percentage of NEW visitors

6501
356
81%

RECIPE BOOK

‘Oh these recipes look delicious – I can’t wait to try one’

The Recipe Book showcased the wonderful recipes driving the usage occasion message to consumers amidst striking photography. 150,000 Recipe Books produced for use across the Sampling Road Show activity, Asda In-store sampling & PR

VIEW RECIPE BOOK
Scan Meatballs Sampling Road Show YouTube Video
298 views

We visited Asda, Sainsbury's, Morrisons and Costco stores around the country  with delicious meatball samples and recipe books.

 

Click on the video to play

SAMPLING ROADSHOW

The Road Show campaign sampled Scan Swedish Meatballs in the ‘perfect serve’ both hot with a tomato based sauce and cold. The brand ambassadors engaged with consumers to raise the brand profile, communicate the taste, quality, authentic Swedish heritage, convenient pack sizes and direct consumers to the fixture. Click on the images below to view in gallery

RESULTS

Exposure to over 160000 consumers
Cost per reach 73p
Average on the day sales uplift of 480%
Average sustained uplift of 166%

SOCIAL MEDIA

The Social Media objectives were to engage with consumers through Facebook, Twitter & Pinterest.

We wanted to encourage consumers to re-evaluate the brand, direct consumers to the website to investigate recipes and drive purchase. Social media was used to build the Scan brand awareness and interact with key Bloggers and Twitter accounts to start reciprocal relationships.

FACEBOOK

RESULTS

141 posts

802 Page Likes

165,185 Impressions

469,600 exposure

136,522 Post reach

FACEBOOK POSTS

Click on the images below to view in gallery

TOTAL

EXPOSURE

771307

TWITTER

RESULTS

226 Tweets

115 Followers

50,568 Impressions

244,404 Exposure from Interactions

594,399 Exposure from Followers

TOTAL

EXPOSURE

TWITTER POSTS

889371

Click on the images below to view in gallery

CAMPAIGN SUMMARY

New Coming Soon on pack sticker

£20,000

£13,200

300,000

£0.044

Website

£25,000

£25,000

6,501

£3.85

ELEMENT

INITIAL

BUDGET

TOTAL

EXPOSURE

ACTUAL

SPEND

COST PER

REACH

Sampling Campaign

£175,000

£175,000

240,000

£0.73

Social Media

£15,000

£15,000

1,708,070

£0.008

SCAN AUTHENTIC

SWEDISH MEATBALLS

From April 2015 Scan’s Authentic Swedish Meatballs

were re-launched across the UK