CLIENT / CIRIO
THE CIRIO CHALLENGE
HOW WE HELPED CIRIO PROVE THAT NOT ALL TOMATOES ARE THE SAME
There is very low awareness amongst consumers about the quality difference between the brands within the tinned tomatoes category. The view is a tinned tomatoes is just the same and quality across brands is indifferent.
WE ENCOURAGED SHOPPERS TO FIND THEIR INNER MASTERCHEF
To drive awareness of Cirio’s premium product and get stand out within the category we incentivised consumers to cook with the product then share the results for their chance to win.
In addition, we overlaid the promotion with a MBG to reduce the investment risk in the eye of the shopper but also to drive reassurance that Cirio tomatoes are delicious.