A bold, fun and highly successful solus Out-of-Home (OOH) campaign generated mass awareness and sales for this new Burton’s Foods product launch.
Rapport’s challenge was to launch an entirely new type of biscuit – a combination of biscuit and confectionary – into an already crowded marketplace.
The aim was to position the product as ‘something a bit special and unique’.
Ad awareness was significantly ahead of industry norms, with purchase consideration increasing massively to finish +10% versus the industry average.
Point-of-Sale advertising drove a +24% sales uplift during the campaign and +13% post campaign – again above industry norms.
After the first 16 weeks of sales, Cadbury Biscuits had become the biggest biscuit launch in the past ten years, creating a £15.2m Retail Sales Value (RSV) brand in less than a year, and was to become the second biggest new product development (NPD) grocery launch of the year.