“This campaign achieved a massive result for us with a huge increase in sales; it also resulted in increased retail distribution”
Brett O’Neill, Managing Director
Breville New Zealand
Advertiser: Breville NZ
Campaign: Mix in Colour, for Serious Baking
Objectives: Wares is sent directly to Breville’s target market – appliance retailing decision makers. Breville wished to convey a large amount of information about key product offerings, especially the launch of their kitchen bench mixer customisable in 22 colour options, gift wrapped and sent to store for pick up. Sales, share and distribution targets were to be achieved, and the easy in-store ordering process needed to be conveyed. Desired brand positioning was ‘premium and innovative’. Magazine features were to support Breville sales reps with their messages.
Elements: 70% of the media budget was assigned to targeted magazines. A die cut colourful front cover created interest, with premium placement in the magazine including a 2-sided gatefold-inside-front-cover-and-pg1-spread.
Results: Education was successful, retailers became enthused about the product launch and unit sales to stores increased between 60% – 380%; market share more than doubled.
for more information: marting@marketplacemedia.co.nz
