baxters. deli toppers.
The challenge was to target 30+ ‘premium foodies’, generate awareness, drive trial and inspire usage of this totally new product range. Baxters Deli Toppers was created to specifically tap in to the current trend in street food and its ability for customers to ‘dress’ or top their meal.
our approach.
We enlisted the help of influential foodie bloggers to inspire usage and educate consumers. This provided content for the Baxters hub which offered our target audience the chance to win hundreds of Deli Toppers jars daily, as well as encouraging consumers to post their own cooking creations with the #GetTopping for a chance to win additional prizes. The campaign was further supported by online and print media.
The campaign was a ‘topping’ success; achieving performance against forecast:
+16% volume & +17% value YOY.
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