Coles gets the scoop
“Josh & Nic’s Hazelnut Choc Gelato”, the limited-edition ice cream created in partnership with Seven’s MKR and Coles has changed the game for new product launches in Australia.
The challenge
Seven’s hit show My Kitchen Rules (MKR) has a long standing partnership with supermarket chain Coles that sees products created by the show’s contestants stocked in store.
In 2018, MKR challenged itself to increase appeal and exposure to ultimately drive sales in store.
The execution
In 2017, MKR contestants Valerie and Courtney created a Sweetly Spiced Sauce that sold out within 21 hours of being stocked in store.
And in 2018, a dedicated 90 minute episode saw contestants battle it out to create the ultimate ice-cream with the winning team getting their creation made available to viewers the very next day in Coles supermarkets across the country.
More than 2 million Aussies tuned in for one of the season’s most-watched episodes with the winning creation Josh & Nic’s Italian style Hazelnut Choc Gelato the ultimate winner.
The gelato was immediately promoted with ‘Now at Coles’ messaging across Seven West Media touchpoints including broadcast, Broadcaster Video on Demand (BVOD) and social driving viewers in store to buy the winning dish and have their very own taste of MKR.
“We were delighted with the customer feedback and demand for the limited edition Hazelnut Choc Gelato which launched in Coles supermarkets the day after Josh and Nick produced their winning recipe on MKR. Highlighting the popularity of MKR and the great customer response to this new product, all of the gelato was sold within weeks of it being stocked in Coles fridges.”
The results
The limited edition gelato was a hit with customers and was one of the most popular ice creams at Coles supermarkets during the promotion.
The strategy demonstrated how an extensive broadcast integration can go beyond engagement and into total immersion to drive success for new product launches.
More like this
Case Studies / FMCG
How MasterChef sent Coles purple cauliflower into the stratosphere
Season 13 of MasterChef saw contestants open their mystery boxes to find the unsung hero of the vegetable patch.
Case Studies / FMCG
Australian Ninja Warrior drives brand consideration for Kellogg’s Nutrigrain
To excite Australians about their brand message and provide exposure for their Brand Ambassadors, Kellogg’s Nutrigrain needed to integrate into a premium programming format.
Case Studies / FMCG
LEGO® Masters builds brand awareness for Wonder White
Wonder White wanted to build their perception as a brand that is ‘fresh’, ‘nutritious’ and ‘quality’, and to grow uplift in their campaign messaging that Wonder White ‘helps support active […]
Case Studies / FMCG
Rexona – thriving under pressure
Rexona wanted to re-connect with their male target audience after a four year break from sports advertising and reaffirm its long-time positioning: It won’t let you down.
Case Studies / FMCG
Heinz – the one for footy
Heinz showed footy fans how they’re the perfect match on and off the field with key integration pieces into AFL narrated by world-class presenters.