Harraways, operating from the Green Island Dunedin Mill since 1867, is a proud Dunedin icon specialising in both traditional and added value breakfast cereal, muesli and oat snack products.
The space is heavily crowded on shelf and cut-through in the breakfast space is challenging.
Harraways wanted to stand out.
In 2017 they wanted to create an integrated campaign spanning social media, PR and on-shelf. The core goals were to drive awareness, but most importantly unit sales off the shelf.
The requirement was something unique, that hadn’t been seen in the breakfast category. It had to be compliant with on-shelf FMCG requirements, be social media ‘friendly’ and deliver in-store presence and procure store display presence, all the while being on-brand and at a cost that delivered great ROI.
AMS partnered with Harraways and went about finding the right promotional product that would achieve all desired goals.
What was delivered was an in-pack gift with purchase (GWP) and complimentary Vintage Range to gain that all important display space and social media activity.
“AMS values us as a customer and cares about our commercial relationship. They are good people who have good ethics, an attention to detail and offer a well managed end to end supply chain solution for BTL activation.”
Peter Cox Harraways Marketing Manager
Harraways Single Serve range in particular regained some lost market share and sales budgets were exceeded.