Foodstuffs Case study BLEARGH! HAVE A SUCK AND STICK IT TO 'EM by DraftFCB Auckland

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Industry Retail, Distribution & Rental companies, Business equipment & services, Corporate Image
Media Case study
Market New Zealand
Agency DraftFCB Auckland
Released May 2012


Spikes Asia 2012
Promo & Activation Event & Field Marketing Bronze

Credits & Description

Type of Entry Sales Promotion: Use of Media
Category Event & Field Marketing
Sales Promotion/Advertising Agency: DRAFTFCB NEW ZEALAND Auckland, NEW ZEALAND
James Mok Draftfcb New Zealand Executive Creative Director
Billy Mcqueen Draftfcb New Zealand Creative Director
Leisa Wall Draftfcb New Zealand Art Director
Scott Kelly Draftfcb New Zealand Copywriter
Jane Wardlaw Draftfcb New Zealand Account Director
Crystal Clark Draftfcb New Zealand Senior Account Manager
Gemma Doughty Draftfcb New Zealand Pr Account Director
Angela Spain Draftfcb New Zealand Pr General Manager
Steve Bayliss Foodstuffs New Zealand General Manager - Marketing
Describe the brief from the client:
• Use Rugby World Cup 2011 to engage customers and reinforce PAK’nSAVE (New Zealand’s only locally owned supermarket) as proud supporters of all things New Zealand. • Help customers to back the New Zealand All Blacks during the Rugby World Cup 2011. • Avoid getting sued by the IRB for aligning with the Rugby World Cup without actually being an official sponsor. • And, of course, get customers into PAK’nSAVE stores.
Describe how the promotion developed from concept to implementation:
• To get people instore we wanted to give customers something unique to help them support the All Blacks. • We invented the Supporter-pop – a lollipop made with a special recipe that stained your tongue black. • 1 million Supporter-pops were made and given to customers, free with purchase. • Posters, wobblers and bunting promoted Supporter-pops instore. • People were encouraged to sneak Supporter-pops into World Cup games or fanzones and poke out their black tongues in support of the All Blacks. • Web banners, Facebook ads and checkout staff prompted customers to upload pictures to the PAK’nSAVE Facebook page, where prizes were up for grabs.
Describe the success of the promotion with both client and consumer including some quantifiable results:
1 Million customers came into PAK’nSAVE, made a purchase and got their free Supporter-pop. (A great result, considering NZ’s population is just 4 Million.) • 1 Million black tongues were poked out in support of the All Blacks, backing them to becoming world champions. • Black tongues saturated PAK’nSAVE’s Facebook page and snuck their way into stadiums, official fanzones and even the Rugby World Cup website. • PAK’nSAVE cemented themselves as supporters of the All Blacks, and all things New Zealand. • Without being an official sponsor, PAK’nSAVE managed to make its own black-tongued mark on the Rugby World Cup, and avoided costly lawsuits.
Explain why the method of promotion was most relevant to the product or service:
• Customers needed to visit PAK’nSAVE and make a purchase to get their free Supporter-pop – we made 1 Million Supporter-pops, driving 1 Million people instore. • Tongue poking has special cultural significance to All Blacks supporters – the tongue poke, called “The Pukana”, is the final defiant act of “The Haka” – the Maori war challenge famously performed by the All Blacks before every match. • The cheeky act of poking out black tongues is in keeping with PAK’nSAVE’s irreverent tone of advertising. • Aligning themselves with the World Cup, without paying millions of dollars to do so, is in keeping with PAK’nSAVE’s low price policy.