Insight
Most consumers are unaware of the versatility of pears and the many food options they present. Against a backdrop of declining sales, RA Live was engaged to drive awareness and purchase by demonstrating the taste sensation of combining pears and cheese in various meal solutions.
Influence
Obtaining the participation of National Foods dairy division and Woolworth’s supermarkets, RA Live conducted 700 demonstration sessions in 350 Woolworth’s stores over a 6 week period. Shoppers were given samples and provided with serving suggestions of combining a range of products in these food categories. Sales of the 55,000 shoppers sampled, just over 50,000 immediately purchased products - a conversion rate of 93%. Pear sales in Woolworths stores were up 12% over the previous year same period. Due to the success, follow up campaigns are planned.
Sales
Of the 55,000 shoppers sampled, just over 50,000 immediately purchased products - a conversion rate of 93%. Pear sales in Woolworths stores were up 12% over the previous year same period. Due to the success, follow up campaigns are planned.
