Case Study

Healthy convenience meals

Launching ‘Delicious Nutritious’

THE BRIEF

With almost half of Australians planning their dinner ‘on the day’ and many struggling to fulfil their recommended daily intake of vegetables, Woolworths had teamed up with Michelle Bridges to launch Delicious Nutritious (DN), a new range of quick, healthy and balanced frozen meals delivering three serves of vegetables plus whole grains and protein.

Woolworths tasked Appetite to launch DN to key health stakeholders. We created a two-phase campaign to drive reach and provide the chance to sample and taste the new range.

 

THE RESULT

Delicious NutritiousWe held an exclusive Sydney event, attended by high-profile health and nutrition stakeholders. Michelle Bridges and Woolworths’ Executive Chef, Bazil Stander, hosted a tasting session, and talked about the product development story, consumer insights and nutrition.

Event materials were designed by Appetite to encourage social sharing, including a series of consumer insight images. To drive interaction, we asked attendees to submit their best ‘one small change’ nutrition-focused motivational message, and the top seven were collated into a flipbook and published online to promote further sharing.

Stakeholders enthusiastically shared their event experience via social media with posts reaching a potential audience of more than 40,000.

We created a video of the event for further and future outreach. Due to the importance of encouraging trial, a purchase voucher was included in VIP stakeholder outreach to those who could not attend the event.

Although events take a lot of planning, they’re a key to success when launching a new product range. The event provided attendees with an opportunity to network, taste the new range, understand the product development journey and communicate consumer insights and nutrition challenges.

 

THE RESULT

We held an exclusive Sydney event, attended by high-profile health and nutrition stakeholders. Michelle Bridges and Woolworths’ Executive Chef, Bazil Stander, hosted a tasting session, and talked about the product development story, consumer insights and nutrition.

Event materials were designed by Appetite to encourage social sharing, including a series of consumer insight images. To drive interaction, we asked attendees to submit their best ‘one small change’ nutrition-focused motivational message, and the top seven were collated into a flipbook and published online to promote further sharing.

Stakeholders enthusiastically shared their event experience via social media with posts reaching a potential audience of more than 40,000.

We created a video of the event for further and future outreach. Due to the importance of encouraging trial, a purchase voucher was included in VIP stakeholder outreach to those who could not attend the event.

Although events take a lot of planning, they’re a key to success when launching a new product range. The event provided attendees with an opportunity to network, taste the new range, understand the product development journey and communicate consumer insights and nutrition challenges.