SLICED PAPER by Grey Bucharest for TITAN

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SLICED PAPER

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Industry Bread
Media Promo & PR
Market Romania
Agency Grey Bucharest
Copywriter Alex Strimbeanu
Client Service Director Cristiana Spataru
Released March 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: TITAN
Product/Service: BREAD
Agency: GREY BUCHAREST
Date of First Appearance: Mar 10 2011
Entrant Company: GREY BUCHAREST, ROMANIA
Head of art direction: Bob Toma (Grey)
Copywriter: Alex Strimbeanu (Grey)
Account Director: Mihaela Bourceanu (Grey)
Client Service Director: Cristiana Spataru (Grey)
Media placement: Printed paper wrap - Retail - March 10, 2011

Describe the objective of the promotion.
Challenge: Introduce HapiHap toast to retail consumers as the best choice of bread for sandwiches.

Describe how the promotion developed from concept to implementation.
In-store communication is the toughest medium either because of fierce competition, prohibitive costs or legal restrictions. So HapiHap had to find a way through the supermarket’s cluttered advertising space. Or invent it.

Which it did: the deli products paper wrap with the image of a slice of toast printed on proved to be the perfect branded support for every slice of ham, salami or cheese put on top, creating a context that is both surprising, entertaining and relevant.
The supermarkets hosting the campaign received positive feedback from the consumers due to the disruptive effect of the new wrapping paper's layout.

Explain why the method of promotion was most relevant to the product or service.
With Romanians buying approximately 300 tons of deli products daily and sausages, bacon, salami, ham or cheese being customary in every Romanian sandwich, we identified this as a great context for HapiHap to take advantage of.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The average traffic of the hypermarkets where the idea came alive counted over 10000 people a day.
In terms of sales, the numbers show a 30% growth compared to the supermarkets where we didn’t implement the campaign but only had the bread for sale.
For a cost per contact of 0.06 Eur against the price of one bread of 0.99 Eur, the ROI was a success.

Using a budget that was no competition to the already established bread brands, HapiHap had to found a way through the supermarket’s cluttered advertising space and into people's homes.