Risenta is Sweden’s market leader in the seeds and kernels category, one that struggles with low frequency and long time between repurchases. Seeds and kernels is simply not top of mind for consumers and there is a low commitment to the category.
Retail United developed a campaign based on instore interruption and inspiration, with the call to ”Top your food” (”Toppa Maten”), showing how easy it is to add great tasting and naturally healthy products to your daily habits.
The campaign focused on POS-materials combined with social media, as well as in store TV, and print advertisement.
By the end of the campaign, not only had the sales greatly exceeded expectations, we had also strengthened the perception of Risenta as the category captain, and the consumers’ conviction to choose Risenta’s seeds and kernels in the future.