My Brief
Pipers are looking to increase their market share by exciting new and existing customers with a hugely engaging on-pack promotion. The on-pack promotion will run across all of Pipers' SKUs and will run throughout the 2013 summer (June-August).
Pipers are predominantly sold in pubs and at specialist food markets but now they want to break into the major supermarkets. There will be a lot of competition not only from the savoury snack market, but other interrelated markets (bakery, confectionery) for shopper's attention. Therefore the challenge is to create Pipers' on-pack promotion, looking at all aspects such as the operating mechanic through to the design on the physical packs, that will engage the shopper at-shelf.
Pipers' brand strapline is "Crisps as they should taste". The crisps have been made in Pipers' Lincolnshire factory since 2004 and have continually built on their mantra of sourcing the finest local ingredients. They are dedicated to ensuring that their crisp portfolio is the finest on the market. All of their SKUs have won a Great Taste Award which is organised by the Guild of Fine Food - a widely acknowledged benchmark of quality food.Pipers have recently redesigned their packaging to give it more impact on shelf, clearly communicating what the various flavours are and where the ingredients have been sourced.
This was not a live brief and was purely for me to showcase my ability to run a project from start to finish. I initially came up with three routes which from which a final route was selected. This was then developed and roled out into mac visuals for selected items.
Initial Ideas
Initial Scamps of on pack activation
Final on pack scamps
POS idea scamps
Mac visuals
On pack machanic for the promotion.
On pack machanic across the full range of Pipers Crisps.
A step by step guide of how the winner claims their prize. 1) Find a Pipers Gold in the pack then scan the QR code. 2) Taken to Pipers Gold competition app on Facebook. 3) Once they have entered their details an automatic post is generated to both the winners Facebook page and to the Pipers page.
Gondella End
Ceiling hanger
FSDU
CTU for use in smaller store and at tillpoints/help desks.
Additional activation ideas including experiential and buyers boxes.
