Case study: Bitesize Confectionery

Overview of experiential activity

i2i was asked to drive taste reappraisal for a long-established bitesize confectionery brand whose sales had stalled.

The campaign targeted groups of 16-24 M&F and delivered 1.2M consumer engagements nationwide. The majority of these contacts were made within urban centres, but the campaign also operated at a number of major events.

The promotional teams were supported by highly branded vehicles and additional pack replica props designed to aid brand recognition.

As there was no specific NPD story to support the NPD launch, i2i created a pack redesign which featured a text-to-win interaction mechanic.

Research format

The text-to-win mechanic was used as the source of contact details. The control and test groups were both contacted using unbranded seven minute telephone interviews. The test group was called one month after contact with the promotion. 120 interviews were completed for each group.

Research results

The consumer engagement had a fundamental effect on the attitudes and behaviour of those who experienced it.

• 49% unprompted recall of the promotion and correct brand attribution
• 98% total recall of the promotion
• 70% agreement with ‘brand for me’ (33% in the control)
• 63% understood the key usage occasion (37% in the control)
• 61% had bought at least once in the month after engagement (30% in the control)
• 50% had eaten the product in the last week (19% in the control)
• 90% were likely to buy in the future (54% in the control)

Interestingly, the recall of the concurrent TV campaign was significantly higher among those who had participated in the live engagement campaign. The engagement programme also served to switch consumers into bitesize from other formats.