Duncan Hines Perfect Size
New Innovation Launch: Menu Marketing
Challenge
Visits to the Baking Aisle were waning due to the reality of smaller households, the desire for better-for-you options, lack of time to bake from scratch and the convenience of RTE bakery options just steps away.
DUNCAN HINES PERFECT SIZE created a new product that delivered a one-time, right-sized, fresh-baked indulgence in minutes. With limited budget and time, we needed to create scale and momentum at retail as efficiently as possible.
Solution
How Perfect Is That?
To get new buyers thinking about baking again, we kickstarted the conversation with “How perfect is that?’” and a strong call to action.
We activated a full path to purchase program, anchored by consistent national display presence and customized at key retailers via a menu marketing program with customer-specific assets. When it came to increasing awareness and overcoming hurdles to baking, we positioned Perfect Size to take the cake with Moms.
Consumer to Shopper Insights | Strategy Development | Creative & Design | Shopper Marketing | Menu Marketing | Mobile Marketing | Mobile Integration | Customer Media Integration | Analytics and Measurement
Results
7,200 display units delivered
+41% new buyers to the category
+43% dollars to the category
19.5 million impressions