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The brand is fighting competition in core territories with its Golden Wonderball push.
Think crisp promotions, especially cashwin crisp activity, and the first brand to spring to mind is market leader Walkers, with its in-pack push. But the category's number two, Golden Wonder, is making a promotional comeback this month, investing 600,000 in its Golden Wonderball push after more than six years of concentrating its crisp marketing effort on above-the-line activity.
Crisp job to be done
To date, Golden Wonder's focus has been mainly on its snack brands, but according to Golden Wonder crisps marketing manager Tina Martin "there's a job to be done with crisps". She says this is the first time the brand has run activity of this scale in a consumer-facing arena, and her main objective is clear-cut: to see off the challenge from Walkers in Golden Wonder's core territories of Scotland and Northern Ireland.
"We have strong market share in these territories and we want to consolidate that position, driving penetration, distribution and sales," she says. "We are looking to this activity to deliver those key objectives and, by doing so, we want to offer the consumer genuine choice."
The strength of distribution in these regions has led to the brand limiting the Golden Wonderball activity to Scotland and Northern Ireland. Yet the specific focus has enabled it to lever its spend in a way that would have been harder with a more scattergun approach.
The push is through Triangle Communications, which has worked with Golden Wonder on an ad hoc basis for more than 20 years. The mechanics are simple enough: Golden Wonderball is a text-and-win, off-- pack push, offering cash as the prize. "With the off-pack mechanic, the consumer is educated about the promotion by leaflets at point of sale. They're asked to text in the...