Pressbyran Case study THE HOT STAMP by Akestam.holst Stockholm

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THE HOT STAMP

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Industry Retail, Distribution & Rental companies
Media Case study
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Andreas Ullenius
Art Director Petra Seiler Albrektson
Copywriter Kalle Åkestam Åkestam Holst
Producer Johan Eklund
Released May 2013

Awards

Cannes Lions 2013
Promo and Activation Lions Product & Service; Retail (Incl. Restaurants) Bronze
Promo and Activation Lions Use of Promo & Activation; Best Use of Shopper Marketing in a Promotional Campaign Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Use of Shopper Marketing in a Promotional Campaign
Advertiser: PRESSBYRÅN
Brand: Saffron Buns
Product/Service: CONVENIENCE STORE CHAIN
Agency: ÅKESTAM HOLST Stockholm, SWEDEN
Motion Designer: Nisse Axman (Åkestam Holst)
Graphic Designer: Oscar Gardö (Åkestam Holst)
Planner: Patrik Karlsson (Åkestam Holst)
Digital Producer: Alex Picha (Åkestam Holst)
Producer: Johan Eklund (Åkestam Holst)
Account Manager: Bella Lagerquist (Åkestam Holst)
Account Director: Thomas Gibson (Åkestam Holst)
Account Director: Sara Clewemar (Åkestam Holst)
Copywriter: Kalle Åkestam (Åkestam Holst)
Art Director: Petra Albrektson (Åkestam Holst)
Creative Director: Andreas Ullenius (Åkestam Holst)
Describe the brief from the client
A few months before the campaign Pressbyråns Bake Off sortiment suffered a
huge blow, the implementation of a new presentation technique in-store
seemed to make the buns dry which caused a lot of disappointment from
customers. Unfresh and dry is not something you want to be associated with in
a category where freshness and juiciness is what sells.
Therefor the strategy for the safron bun christmas campaign was to prove that
Pressbyrån has the freshest buns since they, compare to most bakers, bake
several times a day. The campaign was aimed at existing and new customers.

Promotion Development

Just saying that Pressbyrån has the freshest safron bun was not going to be enough, we knew that we had to prove it somehow. The solution was to challenge a process that had looked the same since, well forever, the baking process itself. We sent out new baking trays with different times stamped on them so that every baked safron bun got a time stamp in the bottom, transforming every bun into a fresh promotional incentive.


Results

During the campaign 28 760 time stamped buns were baked and sold to people
at 9 different stores around Sweden. The campaign was a huge success and in
total 279 314 safron buns were sold, beating the target of 250 000 and 2011
sales with 17%, all thanks to the message that the time stamped safron bun
spread.


Relevancy to Product/Service

Since people viewed Pressbyråns buns as being dry and not fresh the best way
to prove it was to use the buns themselves as part of the creative solution. This
way everyone who bought a safron bun walked away with a fresh DM proving
for themselves and others the freshness of Pressbyråns safron buns and the fact
that at Pressbyrån you can get fresh baked safron buns several times a day.