Case Study – Brand
Arnott’sVita-Weat Cracker ChipsSampling Campaign
2017
The Brief
Identify and negotiate deals with suitable event opportunities for Arnott’s
The events must meet Arnott’s budgetary, demographic and geographic requirements:
Service Description
With a total budget of $70,000 + GST or more, explore different event genres and options to narrow down a number of potential opportunities within a six month period.
Audience
As far as reasonably achievable, sampling audiences should predominantly comprise those aged between 18 to 45 years, with a 50/50 male and female split.
Regions
NSW metropolitan area – 35%
QLD metropolitan area – 22%
VIC metropolitan area – 25%
WA metropolitan area – 10%
SA metropolitan area – 8%
Exclusions
Events which have audiences mainly comprising children, and events centred around the consumption of alcohol are NOT acceptable to Arnott’s as sampling opportunities.
Objective
The objective is a sampling based partnership with a cash investment of 25c per sample sent to the event (in addition, but not limited to, the samples and any POS material, branding).
Added Benefits
Events which demonstrate additional benefits such as a call to action for where Arnott's Vita-Weat Cracker Chips can be purchased (e.g. through market channels, leaflet distribution) may justify an additional investment from Arnott's.
Sample Size
300,000 samples will be made available for Ginger to negotiate with various events but this may increase to 400,000 samples during the course of the agreement.
Sampling Period
The ideal period for sampling is September/October and November 2017 with a minimum of 50% sampled during this time.
Results
40 truly national events representing all states were presented to secure 3 suitable ones within budget
Although the final sample number was reduced from 300,000 to 250,000 (50,000 taken from Fairfax to Vino Paradiso) three major events were taken to agreement, albeit with initial investment push back:
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Netball
WA metro, 27 August to October
50,000 samples
$12,500 + GST with extra inclusions
(25c per sample)
Good Food Month
Melbourne metro, 9-26 November
150,000 samples
$50,000 + GST with extra inclusions
(33c per sample)
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Vino Paradiso
NSW metro, 18-19 November
50,000 samples
$15,000 + GST with extra inclusions
(30c per sample)
Exclusions
SA and QLD were excluded for various reasons (timings for when samples could be created for events there was an issue) with a slight VIC skew versus NSW.
Investment
Total investment to the events of $77,500 + GST distributing 250,000 samples meaning 31c per sample (50,000 could not be products due to other production, otherwise it would have come in at 25c per sample).
Dates
All three events fell 100% within the ideal date range of September to November (50% was the hopeful minimum).
Inclusions
We secured Arnott’s additional inclusions within this budget. Branded T-shirts were worn at all events with branded distribution points, marketing and call to action inclusions, VIP/general admission tickets, eDMs. The additional budget set aside for events offering more marketing inclusions wasn't required.
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James and the team exceeded our expectations working with a short lead time and challenging, specific brief. They secured some excellent national events with a bullseye on the audience, negotiated above and beyond inclusions with seamless execution throughout the process. I highly recommend using them.
George Stupart, Brand Manager Savoury, Campbell Arnott’s