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' FUEL Breakfast Range Launch '

Client: FUEL
Brand: FUEL

The challenge
Launching a new breakfast range for men in a very crowded market on a tight budget. We needed to raise product awareness and promote trial to build sales and secure distribution.

Audience insight
For launch we had to take into consideration two audiences. One was a consumer audience predominately made up of 30 something males who were into health and fitness. The second was the retail buyers who were just as important if expansion targets were to be met.

We found that even though the cereal market seemed saturated, there were very few interesting brands talking to adult males – let alone standing out with some ‘attitude’. It seemed there was a big opportunity to inject some testosterone into the sector. So we did.

To reach our audiences effectively we integrated PR, digital, tactical print and experiential activity. The campaign led with the drink range given a strong innovation story and the majority of listings support.

Results
ROS targets were exceeded, leading to further listings with existing and new retail partners. PR coverage was achieved across the leading food/retail trade publications and key national titles. Brand advocate activity and sampling at sports events, retail outlets and around ‘cycle lane’ hotspots has resulted in a thriving community of passionate fans – both on and offline.

One more thing
We pioneered the concept of ‘cycle sampling’.

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