DO INDIAN YOURSELF
Australian’s love Indian food, however only half of the people eating it are cooking it at home.
Consumers view Patak’s and the Indian category as messy, complex and time consuming. They lack confidence that a simmer sauce can deliver restaurant quality flavour.
Our Idea, Do Indian Yourself
DIY suggests an easy task and gives us an opportunity to help out with instructions and the tools required to create quick & easy meals at home, full of fresh produce and flavour.
Scan the Shazam code of the curry you’d like to cook yourself at home.
Woolies shopping app loads with a pre-filled shopping list of the ingredients and product offer. Your registration details captured.
Complete curry cooking kit is delivered to your home the following day.
• Increased traffic with core target audience and drove consumers to WW online
• Increased trial in the at home occasion
• Educated and inspired freshness
30,000 highly Geo targeted sampling kits were key in delivering our message and creating trial. Furthermore this mechanic closed the loop for the retailer by driving consumers into store post redemption. Each sampling kit consisted of the complete ingredients needed plus value off for repeat purchases.
Placement of the POS units was critical to the core idea. Display units were strategically placed within the fresh food section, this was agreed between buying teams.
Cross marketing delivered increased basket size, targeted the need for a quick and easy meal solution with the target audience and educated on freshness and the simplicity with cooking Indian Food at home.
To inspire the WW shopper and cement the category in the winter occasion, Pataks brand lead an Indian food feature in the WW fresh magazine.