Vogel’s Bread: Kiwi Escapes

Vogel’s devotees are a loyal bunch. They love their Vogel’s with a passion, usually as toast at breakfast. Which means our core consumers, older singles and Empty Nesters, don’t make their way through a loaf perhaps as quickly as Goodman Fielder would like.  Our task was to increase consumption of Vogel’s consumers from one loaf every 28 days to two.

We came up with a consumer promotion offering Kiwi Escapes ‘as unique as you are’. To make the promotion support the Vogel’s brand, we created Kiwi Escapes to cater to the 10 Vogel’s personalities: The Dominator, The Placater, The Hedonist, The Eternal Child, The Traditionalist, etc. Through a television campaign, consumers were invited to enter the prize draw by submitting the unique code on every bag of Vogels online. Every second code (from the second loaf they bought) would give them bonus entries into the draw.

The website also featured a 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 personality. With this info they’d know which Kiwi Escape they should choose should they win the prize draw.