We created the Dolmio Pepper Hacker. The pepper cracker that turns tech off and family dinnertimes on.

Built from the ground up, the Pepper Hacker features hidden custom software that mimicks the household WiFi network. This tricks smart devices within the home to disconnect from the WiFi network and connect to the Pepper Hacker’s in-built WiFi chip, blocking all outgoing data. A message is then served encouraging people to enjoy dinner together.

Dolmio made thousands of Pepper Hackers and gave them away via an on-pack promotion.

Winners received their Pepper Hackers in covert packaging.

Designing and manufacturing the Dolmio Pepper Hacker was an 18 month process working through everything from industrial design to bespoke tech development.

Over 3000 Pepper Hackers were produced.

We then relabeled all the Dolmio products on shelf to let shoppers know that by purchasing Dolmio they were in with a chance to win one of their very own.

An online film, watched by millions, showed people why they needed a Pepper Hacker and we primed shoppers with OOH in proximity to retailers with a reminder that they could win a Pepper Hacker with Dolmio.

We’d wanted to inject excitement and passion back into Dolmio:

The ambition was to achieve earned reach of 5,000,000 Australians.

We reached 12,845,000 Australians, 156% above target.

We wanted fame for the brand:

The campaign generated 269 pieces of PR coverage globally, including Good Morning America, watched by 4.4 million daily.

We wanted to recover lost penetration from 2015:

We achieved that and more, actually growing by 0.6%. An extra 144,000 purchasing Dolmio.

Our goal was to grow value sales by 3% vs Year Ago:

They grew by +7.1%.

And finally we needed to grow the brand’s value share by 1%.

It grew +1.8% vs a year ago.

Not bad for the market leader in a category bleeding red.