RESULTS AT A GLANCE:
- Took 30% market share over 18-months
- Exceeded sales kpi’s.
- Up from 625 to 750 cartons per month per rep
Case study info:
CLIENT:
BRIEF:
PRODUCT:
COMPANY:
Kellogg’s
Sampling
Noodles
xxx
GETTING A BRAND INTO 8-MILLION HEARTS while outperforming all the KPIs.
The task was a mammoth one: develop a powerful route-to-market model for new Kellogg’s Instant Noodles into the informal sector. It began with an initial seeding of stock into a massive network of wholesalers, midis and spazarettes including point-of-sale material and outlet branding. A team of 15 full time reps penetrated 3 500 informal stores over a period of 18 months. This huge push was linked to the pull of a huge sampling campaign that reached over 8-million South Africans. The results speak for themselvesOUR KELLOGG’S HERO MOMENT:
“I’ve never seen my brand bring more joy to more people in my 12 years at Kellogg’s.
It was an absolutely unforgettable experience. When you link emotional impact like that to a direct increase in sales you have something very powerful happening.”
Lindiwe,
Brand Manager