Allied Bakeries Kingsmill Range Relaunch

Background

To achieve a flawless transition from old to new branded Kingsmill range within all major Grocery multiples
To ensure all store staff understand and commit to implementation of total Kingsmill fixture relay
To achieve clear brand presence. To eliminate consumer confusion & brand switching and drive sales of new Kingsmill.

Three stages to activity spread over 4 weeks
- Pre call - to communicate activity two weeks prior re launch in 886 stores
- Phase 1 - implementation stage - first two days of activity and key re launch time in 886 stores
- Phase 2 - raising consumer awareness at POP - days 3 –14 of activity in 1168 stores
900+ field staff recruited and face to face trained. Working closely with Allied Bakeries Territory Managers to drive continuity of re-launch message
Creation of web portal for Allied Bakeries to deliver immediate information on field queries and results achieved by fascia

7,173 calls made over a 3 week period
28% increase in facings gained
113,000 additional loaves of bread ordered
380,000 consumers engaged in store, increasing sales by an average of 30% per retailer
Flawless transition from old to new Kingsmill branding