Categories Name : STAGES OF BRAND BUILDING

Sub-Category : New Product Launch

Entry Name (Campaign) : Britannia Treat Croissant Launch

Results

GTM: Britannia Treat Croissant was launched at an aspirational, yet not out-of-reach price point of Rs 20. As stated earlier, we were present across as many impulse points as possible. Modern Trade was over-indexed in terms of effort given the nature of the product. On e-commerce, cross category placement along with adjacent categories like jam & coffee ensured trial through association. Widespread sampling was also done in schools & colleges to enable a first interaction with the product. At its peak, Britannia Croissant became the 3rd highest distributed SKU at its price point, second only to legendary brands like Good Day & Marie Gold. Communication: Once the market was brimming with stock, we went on-air with a hardworking PAN India media plan to enable the offtakes. The creative resonated with the consumers & delivered good CR/BCR numbers. The mainline TV communication was amplified with a holistic digital plan including regional influencers in key markets & content marketing on Instagram with youth-skewed publications (e.g. TTT). The announcement was also done on print & OOH (transport) in key markets.
Results: • Annual sales (secondary) value of 107.2 Cr (fastest innovation in the history of the company to reach 100Cr+)
• Increase in category awareness & trials (Test centres – Chennai + Kolkata) o Category Awareness (29 -> 34) o Category Trials (18 -> 23)  (Mar-23 vs. Nov-21)
• Modern Trade Market Share (25% -> 39.6%) (OND-22 vs. JAS-21)