Bolletje is a Dutch bakery company that produces various types of bread substitutes (for breakfast and lunch) and pastry products. It is one of the most valuable A-brands in the Netherlands. Since more than 150 years Bolletje is actively present in the Dutch market, resulting in a name recognition of more than 92%.
Develop a nationwide activation concept for January 2019 within the theme of “Good intention, Good breakfast” on the shop floor and in social media, whereby we also had to encourage the sale of Light Crackers and Breakfast cereals specifically.
From the category vision that we previously developed for Bolletje, we mapped out the different breakfast needs and habits of the shopper. Based on this we created 2 profiles named the “quick breakfast” shopper and the “extensive breakfast” shopper.
We developed a Better Start Box for both profiles. In these boxes, shoppers can get different Bolletje products based on their wishes; with the box we inspired them to vary their breakfast and to discourage routine purchases.
During the activation period, shoppers had the opportunity to receive a richly filled breakfast box for 2 months each week, in line with their preferred breakfast habits.
The promotion was supported on the shop floor with appealing POS materials.
To further personalize the different breakfast profiles and to make the promotion more accessible via social media we employed influencers Saar Koningsberger and Sarah Chronis.
The response was overwhelming: Sales of breakfast cereals and crackers were significantly uplifted and more than 14.000 consumers participated in the social campaign thus improving positive sentiments around the brand.