Campaigns

Nature Valley Crunchy Bars

"By the end of the programme, the brand had increased its awareness and had increased its conversion to sales rate to 17% - an unprecedented gain in the snack foods category"

Type of activity

In-store sampling.

Objectives

Nature Valley Crunchy Bars were launching into the New Zealand market and needed to create a high level of product and brand awareness. The brand was well established in the US market, and the New Zealand team wanted to mirror this success through an aggressive sampling campaign, followed up with a targeted outdoor programme.

Execution

To maximise nationwide awareness of the Nature Valley brand and products at point of purchase, Synergy implemented an in-store sampling campaign across�50 stores throughout the country. The team then approached a number of targeted events and outlets to execute their outdoor campaigns at. These events included Woodhill bike park, various CBD locations and other outdoor pursuits events.

Results

At the beginning of this programme, Nature Valley was experiencing a 20% conversion to sales rate, which was an achievement given the competitive and highly saturated market. By the end of the programme, the brand had increased its awareness and had increased its conversion to sales rate to 17% - an unprecedented gain in the snack foods category.