"LUNCH ON LAWSON'S" FOR GOODMAN FIELDER
Challenge:
Lawson’s bread is a great product, but few people have tried it. How do we drive trial, and bring to life the Lawson’s core value of generosity at the same time?
Solution:
Position Lawson’s as Australia’s favourite lunchtime sandwich bread.
Idea:
Partner with leading restaurants and chefs in Australia to create amazing signature sandwiches using Lawson’s bread, then give them away at a series of lunchtime events at key locations in major cities.
Execution:
- Online eDM invitation to participate in the promotion.
- Website to outline each event and encourage registration.
Results:
- 18,000 sandwiches eaten
- 97,000 slices of bread given out
- 50% of Australians exposed to the campaign
- Sales numbers of 10% increase in key areas
