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Campbell’s Real Stock

In order to increase the average weight of purchase of Campbell’s Real Stock, we needed to get into consumers repertoire of recipes.

We already knew that most people have only a handful of recipes that they rotate throughout the week, but often midway through the week they lack inspiration and often wish they had new recipe ideas.

This is where we come in. We simply offer midweek meal inspiration by inviting consumers to either txt or go to our website to sign up for weekly meal ideas. Then each Wednesday (when meal inspiration is at its lowest point) we email them an exciting new recipe to try (they also receive a shopping list detailing the ingredients required). Weekly recipes are delivered to every registrant for 15 weeks throughout winter.

This is supported by television and weekly magazines ads, which also feature that weeks recipe idea. Each week the recipes are added to an online recipe journal at realstock.co.nz where we also invite people to share the weekly recipe idea with friends to go in the draw to win a Le Cruset cookware set.