Create a category led shopper marketing campaign to increase penetration of dairy for both Coles and Lion amongst light buyers, and drive frequency amongst heavy buyers.
Shoppers lack basic education as to the benefits of eating dairy and consequently most are not achieving their dairy RDI.
Shoppers are looking for healthy and tasty ways to make their meals more exciting.
It’s an uninspiring category and lacks ‘fresh’ cues and is difficult to shop.
Educate and inspire shoppers how adding the goodness of dairy helps make everyday meals tastier, healthier and more exciting.
Coles outperformed the total market in every category that executed the activity.
Lion outgrew the total category in each category that the activity was executed within Coles.
Coles’ value share of trade grew in key chilled categories during the activity and is well up on YAGO share.