A chunkier product launch : a case study
Launching into a very competitive market Dolmio were in need of differentiating their new sauce. Their stronghold in the market is 'hassle-free' cooking. The key to launch success was to demonstrate this to busy mums.
Using IPC titles, reaching millions of mothers each week, Dolmio used a plethora of techniques to fully integrate their message into the IPC platforms: sponsored editorial pull-outs, top-tips, recipes, games, the first ever use of 200gm glossy paper and interactive links.
To top it off, post-campaign research revealed almost 90% of readers perceived the activity as useful and entertaining. Almost three quarters cut out the recipe pages for future reference, suggesting a long shelf life for this campaign.
To download more details of Dolmio Chunky, please click Dolmio Chunky Case Study.
