JDE Harris ‘Made for Adventure’ Promotion

 

THE CHALLENGE

Harris experiences the ongoing challenge of standing out in the highly competitive fresh coffee segment. The macro challenges the brand faced was twofold, firstly the entrance of niche, highly crafted café brands into the grocery channel and secondly the pressure of frequent price promotions by retailers to drive sales. Harris had been reliant on its awareness and credibility within Australian households however this older 45+ cohort was no longer sustaining the volume and penetration growth required by the brand. Harris now faced two new challenges, firstly of relevance with a younger audience and secondly one of retailer pressure to drive conversion to sales at shelf outside of price promotion alone.

 

THE CHANNEL

Grocery (Woolworths Exclusive)

 

THE SERVICES

Strategy, Creative, Social, Consumer Promotion, Prize Sourcing & Fulfilment, Activation

 

THE INSIGHT

In Australia we’re lucky to be surrounded by some of the most beautiful and diverse natural landscapes in the world. However, getting out in the great outdoors often means sacrificing one of the things that us Aussies love the most – great coffee. The ‘Made for Australia’ Masterbrand platform was created to drive association and relevancy of the Harris brand with the young adult, weekend warrior consumer profile by showcasing the many great places that make our country special and positioning Harris as the authentic, quality coffee made for any Aussie adventure. We also tapped into the consumer need and interest in domestic travel in particular the rise of the road trip as a result of Covid-19 and international travel restrictions.

 

THE SOLUTION

To link in with the ’Made for Australia’ Masterbrand platform and incentivise sales of Harris exclusively within Woolworths we partnered with Adventure Merchants to give away a custom 4×4 Land Rover Defender plus 250 Yeti Rambler Mugs. The major prize was chosen to emphasise Harris’ positioning as the no.1 choice of coffee for Australians who love the outdoors. With the rise in domestic travel and interest in road trips because of COVID, we wanted a high value, aspirational prize to attract shoppers that shared this interest. The campaign was amplified through digital, online, social, OOH and impactful POS displays in-stores to maximise the opportunity. We achieved double digit percentage growth in market share, sales and recruitment throughout the promotional period. The success of the consumer promotion resulted in winning Gold at the 2021 Shop! Retail Marketing Awards and Woolworths wanting to run another consumer promotion in 2022.

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