New Zealanders love their Vogel’s with a passion, usually as toast at breakfast. But core consumers weren’t making their way through a loaf as quickly as Goodman Fielder wanted. Our task was to double the consumption of Vogel’s from one loaf to two loaves per month.
We came up with a promotion offering Kiwi Escapes “as unique as you are,” aligning with the brand concept of Vogel’s personalities: The Dominator, The Placater, The Hedonist, The Eternal Child, The Traditionalist, etc. Through a TV campaign, consumers were invited to enter the prize draw by submitting the unique codes on bags of Vogels online.
We also created an online Vogel’s Personality Test. By choosing their favorite variety of Vogel’s bread, along with their preferred toppings, fillings and condiments, visitors could build a sandwich revealing their true Vogel’s persona. This would help them select the Kiwi Escape that best fit their tastes should they win the prize draw.
