Post-campaign findings indicated the ad messaging was on strategy, with greatest recall of messages on water quality and its impact on taste and freshness; that it is a New Zealand/ Marlborough product; and high quality/premium.
Looking at the numbers, brand awareness increased to 90 percent post-campaign and almost three in five shoppers said the campaign made them feel more comfortable/likely to buy, with significant uplift in brand equity drivers among those who had seen the campaign versus those who had not.
And buy they did.
Within the first four weeks of launch, New Zealand King Salmon achieved 80 percent weighted distribution of the three smoked products and it was such a runaway success with Foodstuffs, it couldn’t supply Progressive with the three products until mid-July 2018.
New Zealand King Salmon also achieved its goal to increase Regal sales by 25 percent.
Since the new products launched, Regal sales have increased 19 percent, with solus distribution of the Manuka range through Foodstuffs. Within Foodstuffs alone, overall Regal sales have increased by 26 percent (IRI data, total supermarkets $ sales w/e 24-9- 2017 to w/e 6-5-2018 vs Year Ago).
In December, Regal had its biggest ever Christmas sales week selling over $1 million of smoked salmon which equates to 9.6 packs per minute over one week.
And since launch, it’s sold $2.48 million across the three Manuka products (IRI; Total Foodstuffs previous 33 weeks to 24/9/18).
With distribution in Progressive stores from mid-July, Regal sales will easily exceed the targeted 25 percent increase before the end of year one.
Fast Moving Consumer Goods
Regal Manuka Smoked Salmon
Republik, Q&A Research, Nielsen, Curious
Goodman Fielder, J H Whittaker & Sons, Lion, Sealord, T&G Global