The frozen pastry category is currently declining and Pampas was declining with it. With Pampas as the dominant category player (50% share) we needed to act quickly to reverse category decline.

Whilst a simple enough sounding task it was a big ask on our very small budget. We needed to start new conversations around a product that was no longer popular or relevant with new, younger audiences that Pampas were after.

Category sales were at their peak during the campaign period , from June to August (Winter in Australia), and so we needed to stand out in a short and cluttered campaign period.

Objectives/KPIs

1. Offer inspiration on usage whilst obtaining 5% growth in sales during the campaign period

2. Get loyalists to use the product more

3. Re-engage lapsed users

4. Engage a new younger audience

5. Encourage engagement online: video views, likes, comments and posts, and competition entries

Engaging Australian sustainability chef Matt Stone we co-created a digital content series of ‘re-pie-cling’ video recipes that were the core of our campaign and lead our strategy across all media touch-points.

Utilising Matt’s strong social influence the first video recipe launched on Facebook. Weekly, a new RE-PIE-CLE video would be released along with insider tips on cutting food waste.

The campaign then launched across other social platforms and a partnership with MouthsofMums meant we actively targeted our young female audience. Leveraging their Facebook following (230K members) and readers gave us an incremental reach of over 500K.

Competitions created user-generated content by asking our Re-pie-clers to share their own Pie and Pastry recipes.

Our limited budget meant earned media was key to amplifying our campaign and positioning Re-Pie-Cling as a movement to embrace. Matt Stone and the sustainability subject helped move headlines from food media into lifestyle and news.