Ready meals sales in supermarkets have been steadily growing, because of busy schedules, an increase in single households and students. For the introduction campaign, our challenge was to create awareness around SPAR’s new range of chilled ready meals. Compared to other ready meals, these are fresh, healthy and without an overload of additives. Next, we needed to get people to try one of the different options available.
‘Convenience’ is often listed as an important reason for eating ready-meals. We believe this is just a generic and meaningless term – people have deeper emotional drivers for eating these types of meals. Our exploration showed that people often ate them when switching from one activity to another. That was the perfect springboard for our creative platform.
‘In een paar menuutjes’. Our concept combined the 6 new meal variants, instant consumption moment with the type of activities people move onto after eating their meals. This created a sense of recognition, also due to the fresh tonality of the campaign. Geo-targeting on social media allowed us to reach the specific target groups with tailored messaging and content, increasing conversion.
- 6-month sales objective was achieved within 5 weeks.
- Positive consumer engagement around social content.
This was a collaborative project with design agency Yellow Dress Retail.
Campaign development, campaign strategy, consumer insights, social content, social activation, retail, Point-of-Sale